Shoppers indicated that they seldom shopped at Eddie Bauer, and when they did it tended to be from one to five times per year. Fifty-nine percent of consumers surveyed stated that they believe Eddie Bauer stands for quality and comfort, factors that serve as major reasons why they shop there. One of the major problems, however, is the initial brand perception. Although quality and comfort were two of the largest responses, Eddie Bauer is still perceived as an outdoor sporting apparel store focused on hunting, fishing, and the outdoors. Twenty-one percent of individuals surveyed responded with "outdoors!.
- or "hunting/fishing- when asked what their initial thoughts were upon hearing the name Eddie Bauer. For the company, however, emphasis on outdoor life is no longer a priority. Eddie Bauer has shifted its focal point from one of pure ruggedness to a more upscale market, mirroring their target audience to such competitors as Banana Republic or The Gap. The consumer survey indicates that the locations most frequented for apparel are: The Gap, Old Navy, Banana Republic, and J.Crew. It should also be noted that shoppers had indicated their catalog and online purchasing frequency. Nearly fifty percent of the consumers surveyed made their clothing purchases through catalogs, while only thirty percent used the Internet - the top retailers being L.L. Bean, Lands End, and J. Crew. The information provided indicated that within the market, there was a strong emphasis on price, quality, and comfort. Shoppers also tend to purchase their clothing on a seasonal basis.
To further illustrate Eddie Bauer's position among competitors, a brief understanding of competing brands such as L.L. Bean, J.Crew, The Gap, Banana Republic, and American Eagle is necessary.
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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.
They are looking into unique methods of advertising, catchy store displays, and new-age packaging. ... Old Navy is stepping up its marketing with more frequent monthly campaigns in various media. ... The first one involves alleged violations of California's unlawful, fraudulent and unfair practices of business and false advertising statutes having to do with the labeling of products. ...