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L.L.Bean Signature to launch with Spring 2010 catalog
Mar '10
On the eve of its 100th Anniversary, L.L.Bean introduces a new interpretation of their legendary brand, L.L.Bean Signature. The new line of men's and women's sportswear launches with a Spring 2010 catalog and e-commerce website.

The Spring/Summer 2010 offering for men includes light-weight, tailored navy linen blazers, buffalo plaid and madras shirting, nubby shawl-neck sweaters, a new version of the All-American field coat and a waxed canvas version of the famous Maine Hunting Shoe. The women's collection features a modern interpretation of the belted camp jacket, chambray and colorful madras shirtdresses, classic wrap skirts and new chino and denim styles. The collection's Creative Director Alex Carleton has also updated L.L.Bean classics such as the Boat and Tote Bag.

Signature's website will feature unique shopping tools, such as a way to shop by “Key Looks.” This section of the site will highlight outfits styled by Carleton, giving visitors the chance to purchase full looks in just a few clicks. In addition, the site will have an “About Signature” section rich with information on the history of L.L.Bean, and including an interview with Carleton. Special heritage items, that have been pulled from the L.L.Bean archives and updated for today's consumer, will also be featured.

Signature's Facebook page provides the brand with a platform to reach consumers with engaging information such as product “sneak-peaks” and designer interviews.

“We look forward to receiving feedback from our loyal fan-base, as well as new consumers that we hope to reach with this updated collection,” said Chris Vickers, vice president of L.L.Bean Signature. “Our catalog, website and social media campaign will help us engage the consumers and offer them a closer look into our company's long-standing heritage. As we launch L.L.Bean Signature, it will be through compelling marketing programs such as this that we define the new collection and create a new consumer following.”

L.L.Bean enlisted Toth, a lifestyle branding firm based in Cambridge, MA, to help bring the Signature Collection to life. To photograph the Spring 2010 catalog, Toth tapped Anne Menke and models include Maggie Rizer, Missy Rayder, Ryan Carney and Tripp Dixon. Menke captured her subjects around the historic farmhouse of children's author E.B. White and other classic New England settings featuring iconic seascapes and architecture associated with the brand's Maine legacy. L.L.Bean, a pioneer in direct-mail, will distribute more than 2 million copies of the 48-page Signature catalog nationwide.

L.L.Bean Inc

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