Sunday, January 31, 2010

Stumbled Across: Eddie Bauer Case Study

Marcellus Neel's online portfolio contains a pretty neat Eddie Bauer case study that aims to "rebrand the struggling retailer into a masculine, rugged brand."  With all the chatter revolving around L.L. Bean Signature and Land's End Canvas, this is an interesting take on "updated brand aesthetic of logos, layouts, and catalogs, as well as exploring possible brand expansions and extensions."  Well done Marcellus, well done.  For more Eddie Bauer heritage musing check out Brennan's impressive take from a while back.

 
  
  
  
  

-L.A.S

6 comments:

  1. Hmm, pretty cool find. I would love to do that sort of thing.

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  2. Funny, I was just discussing with a friend what a great opportunity Eddie Bauer seemed to be missing, and this is precisely the kind of thing I was thinking they should do (of course, this is much more succinct and well thought-out than my ramblings).

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  3. Too bad they're so late to their own party.

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  4. He has a pretty cool website and awesome point of view. Maybe EB can finally resurrect Duck Head khakis

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  5. I work for another large American Heritage brand. I am not sure why the companies doing this have to pay someone lots of money to tell them who they are. So many great american brands, so late to wake up to the fact that people still care about "heritage" and classic American style. All almost any of these companies need to do is to look at past catalogs, cut the designs slimmer and make it from quality fabrics.

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  6. Hey, just heard about the post via AContinuousLean. It's interesting you highlight this Case Study, because I really believed it had some valuable direction (down to the suggested paper stock and layout structure for future catalogs), but, alas, it never made it to the appropriate decision-makers at EB (long political story). I don't recall exactly, but I think the overall package was about 30 pages. It wasn't an internal production, as I created it for EB in February 2008 while at a design and branding firm (I've now joined a competing "large American Heritage brand"). Not sure if any of this additional info is of interest, but thanks for the mention.

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