A Web Site I'd Like to See
With 10.1 million unemployed in the U.S., why buy from China?
Vol. 4, Issue No. 64 | November 18, 2008 By Denny HatchIN THE NEWS
Denny Hatch Googled "catalog" and these sponsored links popped up:SkyMall online catalog
Search hundreds of SkyMall products online. Official site. Shop now www.SkyMall.com
Newport News
Runway-inspired fashions for less. Shop our 2008 styles and trends. www.Newport-News.com
Signals Mail Order Catalog
Fun & Great Gifts for All Occasions Your One-Stop Holiday Gift Store www.signals.com
Crate & Barrel Furniture
Find Contemporary Furniture for Your Home Online at Crate & Barrel! www.CrateandBarrel.com
—Nov. 11, 2008
Where Land's End trousers seem to slip off the spare tire of my middle and threaten to drop down around my ankles just when I'm carrying a heavy sack of groceries in one hand and a gallon of Stoli in the other, these marvels from L.L. Bean look and feel custom tailored. I was thrilled.
When it came time to wash them, I looked at the label to see what the settings should be and discovered the polo shirts were made in Thailand. On the chino trousers label, a line of copy made my blood run cold.
"Made in China."
The Chinese government is brutal, repressive and vicious. In China, a nation of polluters, a new coal-fired plant comes online every 10 days. The brown cloud over Beijing is disgusting. The Chinese are also state-sanctioned killers of girl babies. In addition, they kill other babies (poisoned milk), American children (lead paint in toys), beloved dogs (poisoned pet food) and Tibetan monks, as well as being jailers of dissidents and the press. China's blatant counterfeiting of luxury and everyday products—together with massive theft of intellectual property—is responsible for billions of dollars in losses the world over.
I resent L.L. Bean making me an unwitting accomplice to criminal behavior.
The Besmirching of an American Icon
Old L.L. Bean was a gent as well as a very savvy inventor and marketer. "I never consider a sale complete," Bean once said, "until the merchandise is worn out and the customer is still satisfied." There's a guarantee for you! From Bean's AP obituary of Feb. 7, 1967:
His business was built on practicality, quality and honesty. Almost every complaint on a product was satisfied, although the merchant, whose normal voice was a reverberating shout, was not known for a casual attitude toward money.
He manufactured many of his products in a rambling factory next to his shop over the post office in Freeport [Maine]. The store was open 24 hours a day simply because a fisherman might need a license or a packet of flies at 4 A.M.
Takeaway Points to Consider
- "Two rules, and two rules only, exist in direct marketing. Rule No. 1: Test Everything. Rule No. 2: See Rule No.1."
—Malcolm Decker - My bet is that more than one catalog has tested putting the country of origin on every SKU, and it bombed.
- That said, remember the old J. Peterman catalog with copy by Donald Staley that read like a series of short-short stories out of The New Yorker. These were minitravelogs that described Peterman's adventures in foreign lands where he found some marvelous item that was being imported and offered on an exclusive basis.
- In other words, Peterman/Staley turned the foreign provenance into a benefit—a unique selling proposition. Peterman created mystique.
- NOTE: Peterman spent the last three years of his first run chasing money rather than chasing great merchandise. He went out of business because his VCs wanted big returns and he ran out of cash trying to open 50 retail stores concurrently. John O'Hurley, who played Peterman on "Seinfeld," is a major investor in the current Peterman redux. But that's another story.
- I could imagine a lot of traffic on this new Web site from consumers who care where their merchandise comes from, rather than being forced to buy pigs in a poke.
- Quite simply, if I were buying by mail, I'd go to this site first and search for American-made products, because I care about America—our economy and our future. I'd be able to compare merchandise and prices and make an informed decision that would satisfy my social—as well as my pocketbook—concerns.
- As a rentable co-op database, it would have a fascinating new dimension about customer behavior.
Web Sites Related to Today's Edition
L.L. Bean—Free $10 gift card with purchase of $50 or more
http://www.llbean.com
SkyMall online catalog—Search hundreds of SkyMall products online
http://www.SkyMall.com
Newport News—Runway-inspired fashions for less
http://www.Newport-News.com
Signals mail order catalog—Fun & great gifts for all occasions
http://www.Signals.com
Crate & Barrel Furniture—find contemporary furniture for your home
http://www.CrateandBarrel.com
J. Peterman—uncommonly good men's and women's clothing, accessories, home and one-of-a-kind items from around the world.
http://jpeterman.com
Garnet Hill—Original designs in clothing and home décor
http://www.garnethill.com
Human rights allegations against L.L. Bean
http://www.nlcnet.org/article.php?id=58



