l.l.bean explore new things 11 december 2014 by: danielle
TRANSCRIPT
L.L.Bean Explore New Things 11 December 2014
By: Danielle Annecston, Emma Tremblay, Heather Provost, Rachel Sylvia and Amelia Whitten
L.L. Bean: Explore New Things
Executive Summary:
L.L. Bean is one of the leading businesses in the outdoor recreation market. The
company’s dedication to customer satisfaction and the manufacturing and distribution of durable
and longlasting products have made L.L. Bean one of the most successful familyrun
businesses. L.L. Bean has a very large and loyal customer base around the East Coast and in
different nations across the globe. Surprisingly, L.L. Bean has a limited presence on the West
Coast. Because the West Coast has geography and a climate similar to that of the East Coast,
along with consumers who engage in corresponding outdoor activities and utilize similar
products, the company would greatly benefit from expanding westward. L.L. Bean is currently
losing market shares, and therefore loyal customers, due to its lack of representation on the
West Coast. If the company was to increase its presence on the West Coast through a targeted
integrated communications strategy, L.L. Bean could capture some of its competitors’ market
shares and increase its sales revenue. This integrated communications strategy would be
placed in areas such as California, Washington, and Alaska. The plan would target active
consumers who are 19+ and enjoy outdoor activities. The campaign will focus on raising
awareness for L.L. Bean, as well as promoting the products and services the company has to
offer consumers, compared to competitors. Some differentiations between L.L. Bean and other
companies in this industry include an award winning website, worldclass customer service,
and a lifetime warranty on all products. The plan includes a phase of advertising, followed by
personal selling to increase market shares and sales revenue, seen by a doubling growth rate in
the year 2016.
I. Situation Analysis
A. Description of Organization and Product/Services
L.L. Bean is an ecofriendly, American based company focused on providing everything
needed for outdoor activities. The company was founded in 1911 by outdoorsman, Leon
Leonwood ("L.L.") Bean. The company’s values originate from the belief that Bean was raised
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on: “Nature is something to be revered. Family ties are a priority. Being neighborly is a matter of
course. And ‘do unto others’ is not just a saying, but a way of life” (“About L.L.Bean: Company
Information”, 2014). These values can be seen in the Bean’s mission statement, or “golden
rule:” "Sell good merchandise at a reasonable profit, treat your customers like human beings
and they will always come back for more" (“About L.L.Bean: Company Information”, 2014).
As time went on, L.L. Bean entered the growing outdoor recreation market, offering
every essential an outdoorsman could need, resembling the L.L. Bean corporation we see
today. The fundamentals and foundation Bean created for his company still hold true today.
Catalogs and wordofmouth are still L.L. Beans main source of advertising, and customer
satisfaction is the main goal of the company. This is highlighted by a noquestionsasked return
policy and a 24 hour, 365 day unlocked headquarters in Freeport, Maine.
B. Industrial Analysis:
a. Industry Overview
L.L Bean originally aligned itself with the outdoor recreational market, which has
expanded into the general sporting industry. Outdoor recreation alone is $646 billion industry, of
which over 70% of Americans participate in regularly, including customers of L.L. Bean. The
industry grows approximately 5% every year (The Outdoor Recreation Economy, 2014).
Because L.L. Bean is a private company, the financial projections of the company are not widely
available. However, Columbia, a competitor, has a market share of 2%, a likely comparable
market share to L.L. Bean. With the employment of this proposal, the market share of L.L.Bean
is anticipated to grow by 2%, matching the growth rate of the company. The outdoor recreation
industry is expected to have a long life cycle, as there is a prevalent use and need for such
merchandise. Although most industries fluctuate over time, the outdoor recreation industry is
only expected to grow in the foreseeable future. Because the company creates products with
environmental sustainability and conservation in mind, insufficient resources or the deficiency of
vital materials are not likely to be a problem. The consumers in this industry highly value the
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quality and longevity of the products because of the rigorous use of the merchandise. Since L.L.
Bean places a high value on its customers the company has been able to consistently succeed
and grow as a company over the years.
b. Porter’s Five Forces
L.L Bean customers are looking for reliable products that will hold up against nature’s
harshest weather conditions, as well as good customer service (Loyle, 2003). These consumers
receive enjoyment from the status of these products, as well as the benefits that come with
investing in the brand, such as the lifetime warranty. This is a moderate area of concern for the
company because even though L.L. Bean has a strong sense of customer loyalty on the East
Coast, the company is relatively unfamiliar to consumers on the West Coast.
Like any industry, the outdoor recreation industry has strict rules and regulations that
must be followed. When expanding, this is a low area of concern considering L.L. Bean not only
faithfully follows these government regulations, but also upholds to higher expectations of their
company. Since the recession, consumers have been more dedicated to buying
Americanmade products. When expanding, this is a low area of concern because L.L. Bean is
an American based company. In the area of technology, L.L. Bean is a leader. Therefore,
technology is also a low area of concern. L.L. Bean focuses on greener technology, and has
joined multiple organizations who make efforts to reduce the impact manufacturing their
products have on the environment. L.L. Bean has made strides by using biodiesel trucks for
large shipments and utilizing hybrid cars more often (“About L.L.Bean: Company Information”,
2014).
L.L. Bean’s main competitors include all other outdoor equipment suppliers. Some of
these companies include Columbia, Patagonia, The North Face, and Lands’ End. This is a
relatively high area of concern because many of these companies already have a presence on
the West Coast and, therefore have strong customer loyalty.
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L.L. Bean: Explore New Things
L.L. Bean clearly outlines their business model and customer value proposition. In the
Company Values section of their website, L.L. Bean defines what being a customer means to
them. “A customer is not dependent on us, we are dependent on him. A customer is the most
important person ever in this company – in person or by mail.” These concepts have been vital
to the company’s success (“About L.L.Bean: Company Information”, 2014). This would be a low
area of concern for the company because once a consumer has tried an L.L. Bean product, they
are likely to be a customer for life.
Since Leon Leonwood Bean first started L.L.Bean, the company has been built on a
foundation of values Bean felt were necessary for success. Collaborators of L.L.Bean share
many of the same business values such as being honest when helping customers and creating
quality products (“About L.L.Bean: Company Information”, 2014). This is a low area of concern
as the company’s collaborators are high in number and move across many different industries.
C. Environmental Analysis
As with any company, there are several factors that can pose threats or create
opportunities for L.L. Bean. L.L. Bean is committed to selling products that are manufactured
under legal, safe and fair working conditions. However, not all companies adhere to these moral
regulations. This political issue can create an opportunity for L.L. Bean, as other companies
frequently make headlines for mistreatment of their employees. L.L. Bean has won numerous
awards for its website and successful use of many social media accounts, including YouTube,
Twitter, and Trailmix blog, creating a technological competitive advantage for the company.
Finally, economic issues, such as the recession and impact of high unemployment rates, have
also created an opportunity for L.L. Bean to its increase its customer base, as consumers are
constantly searching for deals and companies that provide the best products for their
hardearned money.
D. Key Industry Success Factors
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L.L. Bean: Explore New Things
In the outdoor recreation industry, there are many standards that a company must meet
in order to be considered a quality and trustworthy brand. The first key success factor is the high
quality of a product. Brand image is another success factor. In this industry, there is a need for
sustainability, while also being mindful of the conservation and protection of the environment.
This industry manufactures products for a wide range of outdoor activities, the industry appeals
to a wide range of consumers, with different tastes and necessities. Customer relationships are
one of the most important key success factors in this industry. This is what impels a satisfied
consumer to continue returning to the product brand. The final success factor is comfort.
Lifestyles that are centered around outdoor activities require durable products that are both
comfortable and longlasting.
E. Company Analysis The company has several strengths that have led to its success. The expertise of the
staff, the highly valued mission statement, fair pricing, and the philosophy surrounding the
importance of the customers have helped augment the prosperity of the company as a whole.
These characteristics are just some of the reasons why customers put their faith in the L.L.
Bean brand. However, the company does have weaknesses in the areas of marketing
communications and brand awareness on the West Coast. The company does not use a wide
range of advertising techniques and the bulk of its 115 storefronts are located primarily in New
England. However, the strong points of the company can be utilized to help strengthen these
areas and help L.L. Bean become an even more successful company.
F. SWOT
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L.L. Bean is a prominent company in the outdoor recreational market. The company has
implemented a feature on its website called Outdoor Discovery Schools, where customers can
take classes on how to use their purchased products. This environmentally conscious company
has an excellent return policy with a lifetime guarantee on all products. Although this company is
extremely successful, it does have notable weaknesses. The bulk of stores is located on the
East Coast, primarily in New England. Finally, because of a high demand for such a limited
product, the company has a high number of backorders, especially during the holiday season
(See Appendix A). By employing the use of its social media accounts, L.L. Bean has the
opportunity to hold weekly hashtag competitions on Twitter or creating photography contests for
customers using its Trailmix blog. The possibility of expanding to the West Coast and the
feasible implementation of newer advertising techniques are other opportunities the company
can take to further its success. However, L.L. Bean is situated in a very competitive market,
competing against other strong brands. The customer loyalty of these other companies poses a
threat for L.L. Bean when trying to enter into these new geographical and younger markets
(Appendix B).
Competitive Analysis Some direct competitors of L.L. Bean include, Lands’ End, Columbia, Eddie Bauer, and
The North Face. Each competitor mentioned above have market share in the retail and apparel
market, but share similar missions, product offerings, and target market. Comparing L.L. Bean
to Lands’ End and Columbia highlights where L.L. Bean is unique in its market, and where it
needs to further differentiate itself from its competitors (See Appendix C). For example, L.L.
Bean, Lands’ End, and even Columbia all share the same age group target market, showing
that L.L. Bean should attempt to reach a different and broader demographic of consumers.
Additionally, in the sidebyside comparison, L.L. Bean has the least amount of promotional
strategies, using only their catalogue and social media to promote their products. Looking at the
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weaknesses of L.L. Bean, it is a company only wellknown on the East Coast, as compared to
its competitors, who are known to at least the entire continental U.S., but also stretching to
countries outside the Western Hemisphere. However, there are also some key characteristics
that set L.L. Bean apart from others in the industry. L.L. Bean’s offers and policies, such as their
lifetime guarantee and free shipping policies, are unmatched by their competitors, making their
products and services more attractive to consumers. Additionally, L.L. Bean focuses on being
an environmentally conscious brand; an attractive selling point to potential markets.
H. Key Issues Three Key issues of L.L.Bean are backordered items, lack of representation, and lack of
advertising. L.L.Bean values their customers, so it would be beneficial if they paid more
attention to what items are most popular and do their best to keep them stocked. Items that are
most popular and often backordered should be produced in higher quantities. Another key issue
is their lack of representation, the company has no locations on the West Coast causing them to
miss out on potential customers. Lastly, the lack of advertisement causes L.L. Bean little
recognition outside of the East Coast. L.L.Bean can maximize their profits and consumer base
by resolving these key issues.
II. Marketing Goals and Objectives: L.L. Bean is one of the most successful familyrun businesses. Not only has the
company revolutionized outdoor footwear, but also its philosophy regarding the value of
customers has withstood the test of time. The company has been rated number one in
customer satisfaction by two leading customer research firms, StellaService and ForeSee
(About L.L. Bean Company Information, 2014). These acknowledgements, as well as the
company’s recognition for its excellent return policy and website, make L.L. Bean a truly
remarkable and favorable company. The bulk of L.L. Bean’s stores are located on the East
Coast, primarily in New England. However, the geography and weather of most western states
are very similar to that of the East Coast. In fact, the kinds of outdoor activities these western
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consumers partake in are nearly identical to those of New England consumers. Customers on
the West Coast demand the same high quality and trusted merchandise L.L. Bean provides to
the East Coast. In this way, L.L. Bean has the opportunity for expansion.
In order to reach these consumers, this proposal suggests that the company utilize a
wider range of advertising techniques, previously not employed by L.L. Bean. Although word of
mouth and the distribution of catalogs across the United States and other countries have
proved to be successful advertising tactics for the company, the employment of more
substantial advertising is necessary for the company’s expansion to the West Coast. The
implementation of print ads and personal selling will help L.L. Bean build brand recognition on
the West Coast and ease its entrance into this competitive market. Although companies such
as Eddie Bauer and Columbia have greater market share and a competitive advantage over
L.L. Bean on the West Coast because of their strong customer loyalty, L.L. Bean’s high
customer satisfaction ratings and wellknown brand name will allow the company to be
successful in its expansion.
Through these opportunities to expand and make use of a variety of advertising
tactics, L.L. Bean will increase its sales and broaden its customer base by providing
consumers from western states with the products they need. This improvement will be seen
through the company’s financial statements with an increase in sales revenue. By monitoring
the website, the company will observe an increase in the number of views from these western
states. The views from these states will hopefully double. This can be measured by the
company’s growth rate, as the company is projected to see an increase in growth from 2.6% to
4% by the end of 2017, after implementing these new tactics at the start of the fiscal year in
2016. The viewing of the website from this new market will not only let the company know that
consumers are interested in its products, but also allow it to discover what products these
consumers are interested in. L.L. Bean can utilize this information later on when developing
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new products and when determining how much of each product should be stocked. The
company should see these developments, in terms of website viewing, by the end of 2016.
III. Marketing Strategy and Tactics A. Target Market and Marketing Segmentation
L.L. Bean has since expanded from its original target customers– men and women 35
years old and older, middleclass, and white (Fontenelle, 2010), looking for long lasting, high
quality comfort rather than trendy products, to a younger audience when they released their
Signature Collection in 2010 (Silverstein, 2010). However, as stated by Chris Fuller, Vice
President of L.L. Bean marketing, L.L. Bean’s demographics have not changed all that much
since the company started just over 100 years ago: “Our customers, generally speaking, are
people who enjoy the outdoors. Their average age is late 40s to early 50s. They’re active, fairly
comfortable financially, but shrewd with their money. We like to say: They can afford to stay at
the Ritz, but they prefer the Marriott” (Loyle, 2003). L.L. Bean customers also have a passion for
outdoor activities and seek adventure. The brand name is associated with family and is passed
down through the generations (Day, 2002).
Along with their current target market, L.L. Bean also has the potential to expand to a
new, younger demographics, such as college students, especially as the company expands to
the West Coast. In states such as Colorado and Washington especially, there is a high
population of both old and young consumers who participate in outdoor activities that would
benefit from the products and services that L.L. Bean has to offer. We can attract younger
consumers with our already established social media, as well as pushing our popular Signature
Collection, while also maintaining our original demographics with our quality products and
services. This will be a beneficial strategy, because L.L. Bean customers are highly loyal, so the
earlier we can establish a connection with the customers, the longer L.L. Bean will have their
business.
B. Points of Difference
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L.L. Bean is focused around three concepts: quality products, customer experience, and
environmental consciousness ("Social Responsibility at L.L.Bean", 2014). These values will in
turn continue to be prevalent when expanding the West Coast. The plan engages customers in
a pleasant experience with expert advice and service from our staff, while providing them with
quality and eco friendly products which will last a lifetime.
While L.L. Bean has several comparable competitors, such as Lands’ End, L.L. Bean
has set itself apart due to its exceptional service and quality products. When compared to
Lands’ End, L.L. Bean received higher ratings in the following categories: social media
presence, making the company more accessible to the younger demographic, pricing and
packaging, everyday free shipping policy, payment methods accepted, and the company’s
returns and exchanges policy. ("Lands' End vs. LL Bean: SidebySide Comparison", 2014).
With all of these great benefits that other competitors are not offering, we expect new western
customers will flock to L.L. Bean and reap the benefits of better prices, better policies, and
better and more accessible information about our products and the company itself.
a. Positioning Statement “A company that emphasizes the importance of reliable merchandise paired with above
and beyond customer service, to ensure its customers the the best outdoor experience ever,
wherever that may be.”
IV. Marketing Program A. Company Strategy:
a. Company Description For over a hundred years, L.L. Bean has been outdoor enthusiasts’ first stop for expert
advice, outdoor equipment and quality apparel (About L.L.Bean: Company Information, 2014).
The company’s brand is rooted in its phenomenal customer service. The company has loyal
customers because the brand personality evokes an emotion of trust and dependability,
stemming from a mission statement that emphasizes the importance of reliable merchandise
paired with above and beyond customer service. The company takes this mission statement to
heart, by offering a lifetime warranty on all of its products (About L.L.Bean: Company
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Information, 2014). Because of this warranty, L.L. Bean employs a productquality leadership
pricing strategy, utilizing higher prices in the market to finance product quality and an
unsurpassed warranty. Also, as a reflection of L.L. Bean’s brand, the company’s packing is
simplistic, using natural colors and recognizable images of nature (See Appendix D) .
b. Pricing Strategy When expanding to the West Coast, the company needs to emphasises its wellknown
brand, to maintain a productquality leadership pricing strategy. However, it is important to note
that L.L. Bean’s prices are fairly competitive, considering other competitors in the market price
according to a productquality leadership pricing strategy.
c. Distribution Strategy To distribute goods to customers L.L. Bean uses primarily direct channels. The
company provides its product directly from its own manufacture to the customers, whether that
be at the company’s retail stores, or through online orders and shipments. L.L. Bean uses a
direct distribution to ensure the highest quality product at the lowest possible price. L.L. Bean
would continue to use direct channel when expanding to the West Coast.
B. Marketing Communication Strategy Currently, L.L. Bean relies on wordofmouth advertising and direct mail through catalogs
to promote its company and products. The company is notorious for doing very little commercial
advertising. In a recent survey, 88% of respondents said that they heard about L.L. Bean
through wordofmouth or because it was a family brand. Only 11% of respondents said they
had learned about L.L. Bean through advertising (Tremblay, 2014). When expanding to the
West Coast, it will be important to not stray too far from traditions. However, as the company
expands to a new market, it is imperative to launch a campaign that utilizes different marketing
techniques to capture the attention of new customers.
The best outcome would result by creating a new marketing campaign and using an
integrated marketing communication strategy to capture the new target market. The campaign
would appear on a small number of billboards which would cost $7,500 approximately ("Request
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and Compare Advertising Rates for Free.", 2014).The new campaign would primarily appear in
popular camping and outdoor sporting magazines in target areas such as Outdoor Life,
Northwest Sportsman Magazine, etc. The ads would be classic pictures of nature, and people
enjoying outdoor adventures, paired with the phrase “Explore New Things” (See EH). We aim
to entice customers to try new things, like the L.L Bean business. This phase of advertising
would cost $11,800 ("Magazine Advertising Rates", 2014). Paired with these ads, we would
encourage our target market to send their pictures of their favorite local places to our website to
be entered to win a prize and see their picture in a later ad. This phase of the integrated
marketing communication strategy would have a combined cost roughly $20,000.
After theses ad has been in circulation for a period of time, and awareness of the L.L.
Bean has increased, we would move to the next stage of the marketing strategy. The goal of
this marketing stage is for the West Coast to persuade consumer to explore L.L. Bean’s
products. The company would appear in trade shows, such as the International Sportsmen’s
Expositions, or College Day at local universities, to give the customers a chance to see what
L.L. Bean has to offer first hand. Through these trade shows, a mailing list would be compiled of
interested customers to send catalogs. This phase of the integrated marketing communication
strategy would cost roughly $11,000 (“International Sportsmen's Expositions”, 2014).
Through out the implementation stages of both phases of the marketing program there
will be distant benchmarks. At the time of advertising the company would monitor the website
activities in the target areas. Once the direct mail has been sent out L.L. Bean would keep track
of the incoming orders from those catalogs in the target areas.
The overall cost for this marketing strategy would be roughly be $33,000. This budget,
though larger compared to previous years for the company, would allows L.L. bean to enter an
area the company has previously never been and address a new and larger target market. As a
result of this budget, L.L. Bean’s growth rate would likely double. This can be seen in the
financial projects of 2012 through 2017.
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V. Financial Projections A. Sales Forecast
For the first year of the advertising campaign, sale projections are expected to grow by
2.56%, just enough to break even from the expenses of the advertising campaign. By the end of
the campaign, sales will grow by another 8.92% over the course of four years (Appendix I). The
main goal of the advertising campaign is to expand on the company’s growth rate. L.L. Bean
currently has a steady growth rate of 2.6% ("L.L. Bean, Inc. Company Profile Yahoo Finance",
2014). The goal of this campaign is to expand the growth rate of 2.6% in 2013 to 4% by 2017.
B. Financial Statements L.L. Bean released a sales revenue for 2012 of $1.52 billion, and a sales revenue for
2013 of $1.56 billion ("L.L. Bean 2014 Company Face Sheet", 2014). A growth rate of 2.6% was
found of this specific company ("L.L. Bean, Inc. Company Profile Yahoo Finance", 2014),
allowing to estimate the future sales revenue for 2014, 2015 and 2016. The estimate for 2017
sales revenue was based on the idea of the growth rate changing to 4%. By 2017, sales
revenue is project to be at 1.79 billion. (Appendix J)
For cost of goods sold, Columbia sportswear was used to estimate L.L. Beans costs
since L.L. Beans cost are not public. Reported costs for 2012 were 953 million, and for 2013
around 941 million ("Columbia Sportswear Company", 2014). To estimate future cost, each
former year was multiplied by the growth rate plus one. For 2014 to 2016, the rate was 2.6%,
but 2017 growth rate was 4%. This leaves to a final cost in 2017 of 1.05 billion. (Appendix J)
The financial projections with Gross Margin are all positive percentages, meaning L.L.
Bean will be making enough profit to cover costs. To find each gross margin rate, Cost of Goods
Sold was subtracted from Sales Revenue then divided by the Sales Revenue to find the
percentage of how much is covered. by the end of the campaign, it is estimated the Gross
Margin will be 41.08%. (Appendix J)
Fixed cost will not start until the beginning of year 2015. For the first year of our
advertising campaign, ads will be focused on billboard ads in five different cities along the West
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Coast, and four different magazines that each target a different state along the West Coast. The
average cost of a billboard was $1,500 ("Request and Compare Advertising Rates for Free.",
2014) and the average cost for magazine ads was $2,950 for 12 full page ads in four color
("Magazine Advertising Rates", 2014). To find the total fixed cost, the average of billboards was
multiplied by 5 for the five cities, and magazine ads was multiplied by four then added to the
cost of the billboards to get $17,800. There was also the fee for going to the trade show, which
is $10,400, bring the fixed cost total for 2015 to be $28,200. The fixed cost for 2016 is projected
to go down for the plan involves not continuing the billboard ads. (Appendix H)
The projected profit for 2015 was estimated to cover cost for that year. For 2016,
projected profits was estimated by multiplying it by the growth rate of 2.6% plus one ("L.L. Bean,
Inc. Company Profile Yahoo Finance", 2014). Then for 2017, projected profits from the the
previous year of 2016 was multiplied by the new growth rate of 4% plus one to end with the
estimate of $42,362. (Appendix I)
The goal is to break even with the ad campaign in 2015, the same year its due to launch.
Since the point of the campaign is to bring knowledge of the store instead of just one specific
item, computing the break even point cannot be done.
VI. Monitoring and Control The L.L.Bean’s website will be tracked after implementation of the marketing plan to help
determine if it’s working effectively. Online orders will be tracked to see what locations they are
coming from. The focus would be on locations with the new ads, this shows where the ads are
working best. Areas where the ads are proving most effective will have the most potential
customers. The ad campaign will be implemented in January 2015. Online orders will be
monitored from January 2015 throughout June 2015. Tracking the website provides an idea of
how well the ads are working. This is a result of the lack of storefronts in the western states
(More Ways to Shop: Retail Stores and Outlets, 2014 ) [1]. Tracking the website will benefit
L.L.Bean when they are deciding where new storefronts would be most successful. Monitoring
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our sales while tracking the website shows not only where customers are ordering from but the
monetary value for the sales as well. If through monitoring sales and tracking the website it is
found that the ad campaign is not proving effective, changes will be made. These changes
would be minor; new incentives would be offered that would help L.L.Bean stand apart from
competition in the industry and encourage people to shop at L.L.Bean.
Conclusion: The overall goal of the marketing plan is to increase awareness of the brand. From the
survey it was discovered that many people outside of New England haven’t heard of the
company as a result of few storefronts (More Ways to Shop: Retail Stores and Outlets, 2014).
This is causing the company to miss out on a huge potential market in the West. If knowledge of
the company is increased through new marketing tactics L.L.Bean can get a foothold in this
potential market. Marketing tactics such as billboard and magazine ads will get people thinking
about L.L.Bean. Introducing the company with an ad campaign will help if L.L.Bean were to
eventually put a storefront in any of these Western locations.
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