Eddie Bauer Advertising Campaign

12 Pages 2949 Words

tailer, similar to the image of L.L. Bean. A random survey of 100 consumers was conducted to determine whether or not consumers shop at Eddie Bauer, their perceptions of the brand/company, what the brand/company stands for, shopping frequency, and reasons for shopping. 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 long...