L.L.Bean

L.L.Bean is an outdoor recreational apparel and equipment brand based in Freeport, Maine. L.L.Bean has been delivering classic styles, outdoor gear, and expert advice that enhance life outdoors for the whole family, with customer satisfaction as their guiding principle.

I redesigned the Outdoor Schools aspect by bringing L.L.Bean product and activity features together to add more interactions while browsing the app. In this case, L.L.Bean not only supports its customers' interests via Discovery Outdoor Schools but also connects its retail stores with product sales.

Design Tools
Photoshop, Illustrator

Reference
Google Design Sprint

Marketing Analysis

STP Model

Segmentation

Segment A is made up of adventurous men and women, who look for quality and stylish outdoor apparel and equipment.
Segment B consists of middle-class families, who concern the fabric of clothing and trusted industry.
Segment C comprises of energetic young adults, who are primary interested in affordable and fashionable brand.

Targeting

Urban upper middle-class men and women

Positioning

Classics with practical versatility

4 Ps of Marketing

Product

Thousands of outdoor apparels and equipments
Outdoor Discovery Schools

Price

Medium sales price of products
Annual sales of $1.6 billion

Place

Online: website and, app
Retail stores
Catalog sales

Promotion

Classic styles
Outdoor gear
Expert advice

SWOT Analysis

Strengths

A well established outdoor brand and a trusted brand in quality for over a century
Outdoor activities in every skill from beginner to expert
A strong commitment to environmental stewardship

Weaknesses

Less domestic and international presence compared to leading outdoor sport brands
The target group is limited to urban upper middle-class men and women

Opportunities