Is Eddie Bauer Good Brand? | Everything You Want to Know
Headquartered in Bellevue, Washington, Eddie Bauer LLC is a limited liability company. Eddie Bauer is a clothing chain that operates and sells its merchandise via three independent channels.
Starting with retail, it sells only “premium merchandise” Their outlet stores usually have lower-priced and inventory overstock merchandise and finally, they sell the merchandise online and over phone calls.
Although the stores started way back in 1920, Eddie Bauer’s first patent was for the “quilted down jacket” which came way later in 1940. Later, many of his other designs were patented as well. Here’s what you need to know about it!
History of Eddie Bauer
At the young age of 21, Eddie Bauer established his first store in 1920. It was in downtown Seattle and was known as, “Eddie Bauer’s Tennis Shop.” At first, it was building and repairing tennis jackets, but later, Eddie expanded his ventures to include hand-made golf clubs and fishing tackle.
This change made him rename the store to, “Eddie Bauer’s Sports Shop.” He then went on to develop and patent a standardized shuttlecock which soon came to be known as, “the Bauer Shuttlecock.” This shuttlecock popularized badminton in the United States. Eddie worked with feathers in his patented shuttlecock and he introduced the first goose down jacket patented in America.
He played an important role in the badminton sport, by replacing the expensive European “birdies” with his own goose feather shuttlecocks of equal quality, at a fraction of the cost. By the 1930s, his shuttlecocks were used in national tournaments.
What really gave birth to the Eddie Bauer as a brand was a life-threatening event for Eddie. While on a winter fishing trip, he suffered from hypothermia, and to this, he responded by inventing the down Skyliner which revolutionized the cold-weather gear and changed his career, as well as the outdoors industry completely.
Is Eddie Bauer a Good Clothing Brand?
Eddie Bauer is indeed a very good brand. Their list of satisfied and happy customers has no bounds. They have classing clothing, of extremely high quality that lasts long. Back in the 1920s, Eddie Bauer’s merchandise helped the Everest Tea, and a lot more! Eddie Bauer also gives an unlimited lifetime guarantee of their merchandise, ensuring that the customers are always put ahead.
With extremely good quality and economical costs, Eddie Bauer became popular in no time. Their First Ascent Line had good stuff for good prices and some of the most favorite products were the “pro pants” and “packable down jacket.” In a Forbes article in 2017, it is mentioned that “from soft adventure to the cutting edge, day packs to rain gear, the Eddie Bauer line still lives up to its original reputation.”
Brand Reputation of Eddie Bauer
In the initial years of Eddie Bauer, the company focused a lot on partnerships and co-branding activities and Government services. In the year 1942, the United States Army Air Corps commissioned Eddie Bauer to develop the B-9 Flight Parka. This led to the creation of more than 50,000 parkas that were manufactured for World War II airmen.
In addition to the parkas, Eddie Bauer also provided the army with backpacks, pants and sleeping bags, which became standard issue for American troops in the war.
“Throughout the 1950s, Eddie Bauer, Inc., outfitted various scientific and exploratory expeditions.” As Eddie took on a 50-50 partnership with his hunting partner in the 1950s, it helped in the improvement of the cash flow and also the reorganization of the store.
Soon, after this Eddie retired and his son sold half of their business to Eddie’s hunting partner, William Niemi, and his son for $1.5 million. Willian changed the company’s focus to feature casual lifestyle apparel, emphasizing on women’s apparel and accessories.
Due to all this, the company had a very strong brand reputation, until 2009, where it had to file for bankruptcy and later was acquired by the Golden Gate Capital in July 2009.
Why People Love Eddie Bauer?
People have always loved Eddie Bauer due to the fact that they provide high-quality merchandise at an extremely economical price. Not only this, but it also has new innovations and classic designs that people adore.
Joint Ventures with Japan and Germany also caused a stir and the popularization of Eddie Bauer, and because of this, new catalogs were created, hence more options and alternatives for people to pick and choose from. “Eddie Bauer Germany was announced and began distributing two Eddie Bauer catalogs a year in Germany for the spring/summer and fall/winter seasons.”
Another prominent fact is that partnership and co-branding with popular firms like Ford, and countless expeditions made people more aware of the already prominent brand. Eddie Bauer was also famous for its durable merchandise and the lifetime guarantee they give for their products, which helped highly in earning the trust of the consumers.
Although, Eddie Bauer does not seem that had some downfalls due to bankruptcy and acquisitions, and moreover because of the lawsuits. Regardless of that, Eddie Bauer has come out on top and is still catering to consumer needs, just like before.
To quote the Forbes article, “Eddie Bauer encompasses everything from very high performance, expedition worthy gear to active travel garments that look good, all at an attractive value proposition.” This is the sole reason why people love and adore the brand Eddie Bauer.
While operating this first store, Bauer developed his creed, “To give you such outstanding quality, value, service and guarantee that we may be worthy of your high esteem,” still used by the modern company. The fact that Eddie Bauer still believes and sticks to this statement, after 100 years is so commendable and extremely worth it.
The Forbes article concluded that “When it comes to outdoor clothing and gear, innovation is great, but in many cases, the best new ideas come from the best old manufacturers who have been innovating the longest.” To this, I cannot help but agree!