L.L. Bean seeks to rebrand to appeal to younger demographics while maintaining its core strengths. The proposal recommends maintaining elements of L.L. Bean's classic brand identity while increasing awareness of its environmental practices. It suggests reallocating advertising budgets to digital marketing and emphasizing a sense of adventure in targeted online ads to compete with other outdoor brands popular among youth. Metrics like conversion rates, unique visitors, and bounce rates will evaluate the strategy's success in attracting new customers during the holiday season.