Eduard's Reviews > L.L. Bean: The Making of an American Icon

L.L. Bean by Leon Gorman
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it was amazing
bookshelves: business

Great book, describes how the grandson joined the company in the 60s, became CEO and his story until retirement in the 200s.

Points which impressed me are;
LL Bean had a focus on image before it became fashionable, they actually called it mystique initially for lack of a better term. The story shows that if you consistently focus on your brand and its story, it will pay off in the long term. It does mean you have to forgo incremental short term profits at times, but it's worth it.

The primary manner how LL Bean focused on keeping their identity is merchandising, a differentiated product mix, the book quite openly discusses some of the tensions this created at times within the company which I found very interesting.

In 2000 Ll bean was already successful in e-commerce, the NY times called LL bean an e-commerce star and attributed their success to "a stubborn adherence to customer service and a steadfast refusal to let excessive technological wizardry interfere with shopper's experience on the website".
Again a focus on their brand and simplicity, good example for many companies.

All in all a great read which I recommend.
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Reading Progress

November 9, 2013 – Shelved
November 9, 2013 – Shelved as: business
Started Reading
November 11, 2013 – Finished Reading

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