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Author, direct marketing guru, and always entertaining Denny Hatch focuses on a major story in the news and shows how businesses can take advantage of–or avoid the pitfalls from–the lessons to be learned in terms of marketing, sales, PR and communications.
Nov 18, 2008

A Web Site I'd Like to See

With 10.1 million unemployed in the U.S., why buy from China?
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IN 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
Late last summer I ordered two pairs of chino trousers from L.L. Bean and a couple polo shirts, which arrived a day or two later. I clothed my upper and lower halves with the new merchandise, and both pieces fit my dreadful flesh-case beautifully.

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.


So when I discovered the Bean chinos I bought were from China, I felt betrayed and personally violated.
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