- LL Bean is bringing its most iconic products to the streets later this month.
- The company said its “boatmobile” would stop in more than 35 communities.
- The tour is part of the retailer’s direct-to-consumer effort, which has been vital during the COVID-19 pandemic.
LL Bean plans to take its “boatmobile” to the streets to bring a selection of its products to about three dozen communities across the United States
The tour begins in late September and celebrates the company’s 110th anniversary. It begins and ends in Maine, where LL Bean is headquartered. Overall, the boatmobile will make stops in more than 35 communities and campuses where the company does not currently have a physical retail presence during a four-month trip, LL Bean said Market leader in retail.
“While consumer behavior has changed in recent years, our commitment to equipping people for nature and providing great customer service remains unchanged,” said Kevin Parker, experiential marketing planner for LL Bean Market leader in retail.
The bootmobile – based on the company’s iconic duck boot – was launched a decade ago as LL Bean celebrated its centenary. The locations on the upcoming tour were chosen based on e-commerce data showing an interest in LL Bean products, the company said. A community’s physical distance from an LL Bean retail store was also a factor. Total LL Bean operates 56 branches in 19 states.
The Bootmobile will feature some of the company’s most iconic products, including its Bean Boot and Boat and Tote Bag.
“We’re excited to connect with our customers who may not have convenient access to one of our retail locations, and we’re excited to share another holiday season with some of our company’s biggest fans,” said Parker.
The company’s efforts to offer products through a mobile direct-to-consumer (DTC) tour have become a “critical distribution channel,” LL Bean said, during the COVID-19 pandemic Market leader in retail. It launched its mobile sales program in 2017 and in 2021 saw “the strongest sales performance in the program’s history,” the company said.
In recent years, other retailers have also experimented with mobile store formats to meet consumers where they are. DTC dealer Bonobos brought one in 2018 decked airflow to college campuses to sell outfits to prospective grads. In 2021, Dolce & Gabbana also used a custom Airstream as a pop-up shop to sell a selection of its products in the Hamptons. Harper’s Bazaar reported.
Patagonia began taking its sustainability-focused Worn Wear initiative to the streets in 2015, bringing them to cafes, farmers markets and hiking trails across the US. The company offered free repairs and sold used Patagonia clothing. The company undertook a similar tour of college campuses in 2017.
In 2021, Louis Vuitton expanded its LV By Appointment program to the West Coast after launching in New York the year before Robb report. Designed to serve customers at home during the pandemic, the program brought a mobile boutique to their homes with a selection of goods tailored to individual customer preferences.
