Marketing Currents - Business and Marketing Current Events

Forget flashy campaigns: The L.L.Bean Boat and Tote markets itself


When influencer Emily Mariko announced she was selling $120 tote bags, some people said they were inspired to reach for their wallets—and purchase another bag entirely.

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Discussion Questions:

  1. What is the The L.L. Bean Boat and Tote?
  2. What is influencer marketing?
  3. Is influencer marketing directly responsible for the recent sales success of the Bean Boat and Tote?
  4. How would you describe L.L. Bean’s pricing strategy for the Bean Boat and Tote product?
  5. How can price provide a brand with a way to differentiate its product from competing products in the marketplace?
  6. According to this story, L.L. Bean’s totes have seen a 35% spike in sales since January, thanks in part to several viral trends. What is a viral trend?
  7. What are the trends that have helped to boost sales of the Bean Boat and Tote?
  8. Can brands create viral moments? Can they control them?
  9. If L.L. Bean has benefited from several viral trends, why don’t all brands do the same thing to boost sales of their products? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.