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.
Click here to read the story at marketingbrew.com.
Discussion Questions:
- What is the The L.L. Bean Boat and Tote?
- What is influencer marketing?
- Is influencer marketing directly responsible for the recent sales success of the Bean Boat and Tote?
- How would you describe L.L. Bean’s pricing strategy for the Bean Boat and Tote product?
- How can price provide a brand with a way to differentiate its product from competing products in the marketplace?
- 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?
- What are the trends that have helped to boost sales of the Bean Boat and Tote?
- Can brands create viral moments? Can they control them?
- 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.