LL Bean debuts e-commerce site, catalog for spring collection

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LL Bean launched a campaign using direct mail and social media on March 15 to promote its spring 2010 “signature” line. The retailer also introduced an e-commerce portal and catalog for the collection on the same day.

The company will send the 48-page catalog to 2 million consumers.

The e-commerce portal, located at www.llbeansignature.com, features the “key looks” shopping tool, which displays outfits created by Alex Carleton, creative director at LL Bean. Visitors can use the platform to buy full outfits with one click via the Web. The portal also has an “about signature” section with information on the company's history and an interview with Carleton.

The retailer will also build a Facebook page, featuring designer interviews and product sneak peaks, for the collection.

LL Bean's spring 2010 line features classic looks, such as navy blazers, plaid shirts and chino pants. The collection was photographed in iconic New England locations, including a farmhouse and seascapes, to establish the traditional look.

The retailer worked with Cambridge, MA-based lifestyle branding agency Toth on the collection.

An LL Bean representative could not be immediately reached for comment.

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