GUARANTEED TO LAST, L.L. BEAN’S CENTURY OF OUTFITTING AMERICA by Jim Gorman, Melcher Media, New York City, 2012, 224 pages, $29.95
Customers who have come to trust and rely on L.L. Bean’s products can be fiercely loyal. Some outfit their entire homes (and every member of their families) in Bean. Some make regular pilgrimages to the company’s Freeport store.
And some likely think they know nearly everything about the iconic outfitter and its storied history.
Of course, they don’t.
When a company has been around for 100 years, there is plenty of rich information to mine. There are plenty of tales to tell.
And thanks to author Jim Gorman, much of that information and many of those tales are shared in “Guaranteed to Last, L.L. Bean’s Century of Outfitting America.”
An ambitious project that was launched as part of the company’s 100th anniversary celebration, “Guaranteed to Last” tackles the L.L. Bean story and packages it in a way that Bean fans will be sure to love.
Start with the cover, which is crafted of a familiar canvas (it’s used to make the popular Bean Boat and Tote bag), and sports a familiar label (the same one you’ll find in the collar of your favorite flannel shirt).
Then start flipping pages, and watch as the Bean success story comes to life through a handsome combination of vintage artwork, product profiles and timelines that link important L.L. Bean advances with key historical dates.
The result is a history book that comes alive, allowing readers to relive crucial decisions, iconic products and marketing forays that helped the company thrive.
Add Gorman’s straightforward, well-researched prose, and the package is one that true Bean fans will surely enjoy.
If you’re a real Bean fan (A Beaniac, if you prefer), you may recognize the author’s name. Or, you may think you do. Here’s a quick family history lesson to help explain any misunderstandings: Leon Gorman was L.L. Bean’s grandson and was the company’s longtime CEO. Jim W. Gorman Sr. is a Bean family member and is Leon’s brother. Jim W. Gorman Jr. is a family member, an L.L. Bean employee and on the board of the Sportsman’s Alliance of Maine.
Jim P. Gorman, however, is none of those things. He’s not related to the company’s founder. He doesn’t work there. He’s an award-winning writer.
And he’s very, very good.
Jim Gorman (the author) said he wrote the book on a tight deadline, and completed it in three and a half months.
“My biggest challenge, besides lack of sleep, came in reconstructing L.L. Bean’s business career, especially the early years,” Gorman said in an email response to interview questions. “Most of his contemporaries are deceased and, while L.L. was certainly a man of action who relied quite a bit on gut instinct in decision-making, he wasn’t one for recording his thoughts or motivations in writing.”
As a result, Gorman said he often knew exactly what L.L. had done, and when he had done it, but was left wondering “why?”
Jenna Klein Jonsson, L.L. Bean’s creative director and managing editor, said book discussions began about a year ago, and Gorman wrote much of the book in advance of design work. She said a book about the company that would be released in conjunction with the 100th anniversary celebration seemed a perfect fit.
“A lot has been published about the company over the years, but we wanted to create a book that explored the company’s place in American culture,” she said in an email. “Our founder, L.L., was a fabulous storyteller. We think this book celebrates his spirit.”
Gorman said the relationship between the company and its customers is impressive, and helped guide him as he wrote.
“‘Customers’ doesn’t even do the relationship justice; they’re more like ‘fans.’ Every purchase is like a vote of confidence in a family-run company that doesn’t cut corners and does things the right way,” Gorman said. “In the book, I chose to tell the story of the company through its iconic products, the long-lived and seemingly unchanged best-sellers like the Maine Hunting Shoe, Chamois Shirt, Boat and Tote, and Norwegian Sweater.”
Gorman said that the company’s attention to detail and constant tinkering with even its most popular products illustrates how L.L. Bean has thrived when other retailers have struggled or failed.
“[New iconic products] might look the same but they perform better and last longer [than they originally did],” Gorman said. “And that’s a metaphor for the company itself: its products may harken to a bygone time and the company’s public perception might be that of the folksy retailer up in Maine, but behind it is a thoroughly international, billion-dollar company equipped to compete in a crowded marketplace for another 100 years.”
Love this cover and no one matches their customer service. Looks like a wonderful coffee table book! Good job.
I love the service , sad that most of the products they sell are imported. However they charge enough to be able to afford to guarentee thm.
Some people really exploit the service and guarantee. The guarantee is for “complete satisfaction” not a guarantee that the product will last for life. So one person might consider a shirt that last’s 5 years as completely satisfactory while another might feel the shirt should last for 10 years or more. As a customer service associate I was incredulous at some people’s interpretation of this guarantee. One woman returned a pair of boots that were at least 15 years old, claiming they were not satisfactory! To me that’s theft. And yet LL Bean honored the claim and made good on their guarantee. Another customer ordered a set of plastic flying saucers but only after confirming that she could return them “after my daughters birthday party” if she didn’t like them. More theft. How these people rationalize their actions as being honest I do not know. Meanwhile all the honest customers must pay for the few who act this way. I should add that, at least in the context of buying from LL Bean, the vast majority of customers are very honest. Working there was quite a lesson in human character.
Agree, but; the creation of the marketing value L.L.Bean has received through this policy is nothing short of genius. Mr. Bean was an astute judge of human character and applied that talent in his business plan.
Couldn’t agree more , some people will take advantage of any situation. That’s the society we’ve raised. Bean’s is great to do business with. We should be proud to have such a shining example of Maine going out to the rest of the world. I once inherited a warm up jacket when my dad passed, the zipper was broken , I asked Bean’s for the manufacturers address so I could inquire if it could be fixed. Bean’s offered to replace the jacket. I explained the sentimental attachment and again asked for the manufacturers address. To my pleasant surprise Bean’s happily took the jacket from me , replaced the zipper and returned it and refused to take a cent. Bean’s the way life should be. Wouldn’t be afraid to enter into an agreement with them with just a handshake !
It is a very sad situation to have an iconic outfitter as LL Bean being run into the area of Big Box Store..
Mr. Gorman must have turned his great- grandfather over in his grave several times with his lack of ability to keep the business a first class American supplier…
As a valued customer I received a copy of ‘Hunting, Fishing and Camping”(L.L.Bean’s classic book) from Mr Gorman and was very excited whe thumbing thru the nice, hardcovered book celebrating 100 years for L.L.Bean the store. Many times I climed the old wooden stairs in freeport to see what , at the time, I could only dream of purchasing. I am able to purchase some of the fine products now offered and even have a pair of hunting boots.
I was ready to purchase 15 copies of Mr Bean’s field notes as gifts for my children and grand children!
Upon reading in more detail I looked and was very saddened to find that PRINTED IN CHINA by
down east books of rockport…
What a kick in the butt !!the wind was taken out of my sails…may be mr gorman would say sale but not here!!
If this is what you think of your valued customer…..well you know ##$#@$%@$% in China