By  on July 25, 2008

1. L.L. Bean
2. London Fog
3. Lands' End
4. Eddie Bauer
5. Columbia
6. Nautica
7. The North Face
8. Kenneth Cole
9. Liz Claiborne Coats
10. Jones New York
 
For the first time in the 11 WWD100 surveys dating to 1993, London Fog did not place fi rst on the list of most-recognized outerwear brands. That position goes to L.L. Bean, which knocked London Fog to number two.

Based in Freeport, Maine, Bean has been fastening its ties to consumers beyond its mail order business and freestanding stores. A paddle sports festival, summer concerts, outdoor discovery schools and a cobranded Subaru SUV are among the many marketing initiatives being used to try to connect with shoppers beyond straight-out purchases. Aside from opening its second store in Chicago this year, the company has already signed up to be part of Freeport Village Station, a commercial development under construction in its hometown.

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