Consumer Apparel

GOLD: PRINT CHANNEL

L.L. Bean | Christmas Selections, Christmas 2005

When one industry expert describes a catalog as “a benchmark for the apparel industry,” and another declares, “This catalog exemplified best practices consistently and reaps the rewards for doing so,” you know you've got a winner. L.L. Bean's Holiday Gifts 2005 edition is a case in point.

Why it won a Gold Award

This catalog had the judges at “hello” — or rather, with the front cover. A die-cut revealed a sample of Bean's Fitness Fleece: “Feel the softness and the quality,” teased a coverline — and indeed, the fabric was puppy soft. “You can't help but open the catalog because of the die-cut,” said a judge.

And that wasn't even the only enticement on the cover. The other piece of promotional copy read: “Now FREE SHIPPING on all your L.L. Bean purchases — it's our gift to you.” “The marketing concept is especially successful because it is customer-focused from the outset,” explained a judge. “The cover offers the customer a gift — the free shipping — and a chance to feel the fleece for himself. This focus is consistent throughout the catalog.”

The copy reinforces this focus by homing in on product benefits. “Our turtlenecks keep their shape, wash after wash,” reads one headline. The description of the Insulated Comfort Boots begins, “A double layer of Bean Tested fleece wraps your ankle and foot in soft, wind-resistant warmth.” “Comfort ratings” that tell you just how warm each coat is and an explanation of the different fits of women's jeans are other ways in which Bean uses copy to persuade hesitant shoppers that they can't go wrong ordering from this book.

The strong service offerings reemphasize this message, starting with the prominent, iron-clad guarantee. And don't forget the free inseam alterations, gift boxing for $5, and paper and electronic gift certificates.

The merchandise selection is as comprehensive as the customer service. Outerwear, footwear, pants, sweaters, and nightwear for men and women make up the bulk of the product mix, but as one judge noted, “the catalog offers a wide range of high-quality products from bedroom slippers to binoculars and even a new auto-safety kit.”

Though some of these products might seem at odds with the mission of what is ostensibly an apparel book, “the line extensions are really part of Bean,” said a judge, in that they capture the comprehensiveness of the brand.

We'll let one of the judges have the last word on this catalog: “Excellent stuff, really well done…brilliant!”

Idea to steal

A bind-in card promoting the free shipping was positioned so that the catalog all but automatically opened at pages 4-5 — and page 4 was dedicated to Bean's stellar services. If you're going to include a bind-in card, be sure to place it so that it draws attention to a compelling product or offer. — Sherry Chiger

Creative directors: Don Oakes, Marcia Minter, Jim Hauptman
Copywriters: Craig Fessler, Leslie Gomes, Kate Boak
Designers: Erica Eysenbach, Liz Cook, Tracey Jo Kelsey
Photo/art directors: Cheryl Donohue, Betty Fuller
Printer: Quebecor World
Color separator/prepress: Vertis
Cover paper: 70 lb., IP Influence
Text paper: 38 lb., IP Advocate
Trim size: 8" × 10"
Number of pages: 168

SILVER: PRINT CHANNEL

Patagonia | Fall 2005

Judges were impressed with several aspects of Patagonia's fall edition, such as the use of recycled paper, the eye-catching action photography, and the environmental essays. “There's no doubt Patagonia knows its customers,” said one judge, admiring the placement of a testimonial from a “Patagonia ambassador” on page 2. “This is where a president's letter might be in another catalog,” noted the judge. “Perhaps customers really do outrank presidents.”

Why it won a Silver Award

The copy is extremely credible, enthused the panelists, and speaks to the needs and interests of Patagonia's audience. Ditto the merchandising, a well-rounded assortment of outerwear and actionwear created to enhance customers' outdoor experiences. The copy does a sterling job of letting readers know the specialized attributes of seemingly similar items.

Patagonia's customers are apparently as involved in conservation as they are in outdoor sports. To that end, Patagonia offers innovations such as its Common Threads underwear recycling program, the description of which includes a customer letter that begins “Thanks for covering my ass.” As one judge said, you can't get more original than underwear recycling.

“Talk about ‘know thy customer,’” exclaimed another judge. “The next time I go mountain climbing, this catalog will be in my back pocket.”

Why it didn't win a Gold Award

As much as the judges oohed and aahed at Patagonia's spectacular outdoor shots, they felt that such photographs do not enhance the catalog's merchandising. For instance, one of the judges said, the front-cover image of a shirtless man walking a tightrope is beautiful, but it and the cover need to speak more about the company, the merchandise, the model, and/or the location. The back cover was left to take up the slack, and as a result is unappealingly jammed with information. — TP

Designer: Annette Scheid
Creative director: Rob BonDurant
Marketing director: Morlee Griswold
Production coordinator: Sarah Sweeny
Merchandisers: Carrie Randolph, Kevin Churchill
Editor: Kasey Kersnowski
Photo editor: Jane Sievert
Printer: Arandell Corp.
List manager: Ken Storey
Cover paper: 80 lb., Orion dull, 20% PCW
Text paper: 45 lb., Polario Press silk, 40% PCW
Trim size: 10-1/2" × 10-1/2"
Number of pages: 88

SILVER: WEB CHANNEL

Consumer Apparel/Sporting Goods
L.L. Bean | www.llbean.com

For more than 90 years, L.L. Bean has been selling apparel, outdoor equipment, home furnishings, and gifts via mail order. During the past decade it has also embraced the Web channel with gusto — so much gusto that this year L.L. Bean took the Web Channel Silver Award in not only the Consumer Apparel category but in the Sporting Goods category as well.

Why it won Silver Awards

L.L. Bean's Website provides an “incredible breadth of merchandise, yet also cohesive taxonomy and hierarchies,” said one judge. This same judge applauded the cross-selling on the product pages. For instance, “when I was looking at a camp flannel sleeping bag, I was offered the ice cream ball, which makes sense for car camping. And when looking at a zero-degree backpacking bag, I was offered a backpacking headlamp. Nice stuff.”

The strong home page uses space well, with most of the critical links and product categories above the fold, or on the first screen, said a panelist. Another judge pointed out that Bean's use of a perpetual shopping cart on the site “is an excellent strategy, but it should be started on the entry page.” The site also boasts a strong ordering process, said a judge, citing in particular the guest checkout so that customers can buy without registering and the “huge guarantee.”

The merchandising “is right on the money,” a panelist noted. Copy is consistent and compelling, and headlines are clear. The body copy is particularly well done from a Web perspective, according to a member of the panel. Said another judge: “Clearly this is Web copy, not repurposed catalog copy, and it takes advantage of the longer space available online.”

Why it didn't win a Gold Award

In a word, search. “Their search function is slower than molasses!” said one judge. Also, “there is no ability to refine your selections by anything other than category, which is not helpful from a user's perspective.” L.L. Bean might consider a directed search, “and a much more aggressive presentation for their ‘no finds,’” a panelist advised. The merchant might also update its inventory status and available ship-time information, a judge added. — MD

Creative director: Sara Holihan
Vice president, e-commerce: Mary Lou Kelley
Copywriter: Mark Ferguson