L.L. Bean, which remains very popular among a certain set of baby boomers, is gaining cachet with an unlikely group -- college students -- for its new
Signature collection, which launches today. Jenn Abelson reports that two friends who attend Bates College and Hobart and
William Smith Colleges, respectively, have been particularly active in drumming up interest by recruiting friends at universities such Harvard and Carnegie Mellon to also tout the collection, which
was styled for 20- and 30-somethings.
The students have created a code name for the endeavor -- "Bean in the wiL.L.d'' -- and have a private online forum where they'll write
updates for the company on how the preppy-style clothes are fitting and what styles are working, Abelson reports. They also will post photos of the outfits they put together.
"It's really exciting to have college kids reaching out to us wanting to help,'' says Chris Vickers, vp of the line, which is expected to get its own shops. "We think it says a lot about L.L. Bean as
a company.''
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