Flannel products sell out at LL Bean
04/01/2011
The company’s chief marketing officer, Steve Fuller, told USA Today that consumers were showing themselves to be less price driven than in previous seasons and were looking more for technical properties such as warmth or dry qualities in the clothing they wanted to buy. “Customers are still making highly considered purchases, but product quality and performance are taking much larger roles in the decision making,” he said.
LL Bean’s chief executive, Chris McCormick, added that the company had sold out by Christmas of “almost anything made of flannel”, as well as some slippers and boots. Industry observers have said the obvious popularity of flannel products is significant for the wider outdoor market.
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