Eddie Bauer Advertising Campaign
The market base of clothing retailers is one of high competitiveness, where success is built upon the foundation of customer loyalty. Eddie Bauer, Inc., a subsidiary of Spiegel, Inc., is a prime example of such a business, as the company continuously strives to be a successful retailer of clothing, accessories, and home furnishings. Eddie Bauer, a $3.725 billion corporation, began in 1920 as Eddie Bauer’s Sport Shop in Seattle, Washington. Mr. Bauer’s doctrine for doing business was established shortly thereafter, resulting in the Eddie Bauer creed upheld today: “To give you such outstanding quality, value, service and guarantee that we may be worthy of your high esteem.” (eddiebauer.com) The creed, in combination with the company’s trademark guarantee “that every item sold will give you complete satisfaction or you may return it for a full refund,” resulted in greater customer expectations, setting new and stronger standards throughout the aggressive market of retail. In 1945, the company issued their first mail-order catalog, which now circulates 110 million copies a year. In 1996 Eddie Bauer launched a website, eddiebauer.com, and soon after eddiebauerkids.com, eddieb
Total Audience:8,296,000 Full Page 4C $94,410.00 10 $944,100.00 Eddie Bauer is often compared to L.L. Bean, however the company is striving to shed that image, rather than compete with it. L.L. Bean, founded in 1912 by Leon Leonwood Bean, is a company built upon passion for the outdoors. Competition with Eddie Bauer derives from Bean’s profound belief in honesty and an unwavering commitment to quality and customer satisfaction. The golden rule of the company states, “Sell good merchandise at a reasonable profit, treat your customers like human beings, and they will always come back for more.” (L.L.Bean.com) L.L. Bean’s success is measured by the satisfaction of customers, one that has proven strong, as the company has annual sales of more than 1 billion. The selected publication to target the male audience is “Men’s Health.” This magazine, with a total audience of 8,296,000 million readers has a primary readership of men aged 18-49 with a median household income of $57,000; Eddie Bauer’s target audience. The publication targeting women is the number one family magazine, “Better Homes and Gardens.” This magazine, with a total audience of 7,604,634 million, reaches women around the age of 45 with a median household income of $51,000. These women tend to be married, work, and have children. Again, this publication fully targets the female audience Eddie Bauer desires to reach.
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Approximate Word count = 2949
Approximate Pages = 12 (250 words per page double spaced)
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