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Limited target market.Abstract Well-established fashion brand Eileen Fisher has traditionally appealed to older women. However, the new position in the end successfully satisfied both new target segment and loyal customers.
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Short shirts and skinny pants were feature more prominently mixed with traditional piece. The new designs and collection were photograph with new art direction and infused in to the frame with high heels and lipstick.
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They changed the way clothes were merchandise in store. The company changed some significant changes, first they highlighted the relationship between product with more body conscious fit (tank tops,laggings,skinny jeans)and core shapes (boxy sweaters, cardigans and soft jackets) 8. The second phase of their work, called the STITCH project, IDEO transformed their offices with a gallery of images, created at an “illicit” photo shoot. The company efforts and work hard to produce age-less designs in order to attract new generations. And the research shows that the new target audience and younger generation needs to design some modern collection from a brand. The IDEO team research on the aged women (50) and modern women consumer and find out their needs and expectation to the eileen fisher brand through one to one interview, workshop and dinners. In THREAD project, company hired IDEO - a leading design and innovation firm, to clarify the company’s brand vision and to apply those principles consistently across retail channels to reach new audiences. To meet the challenges of brand repositioning THREAD and STITCH project were born. Alienate existing loyal and profitable customers (Median age: 59)īRAND REPOSITIONING 1. Attract younger price sensitive customers and reduce profitability b. Reposition Brand – to develop new Brand Extensions (sub-brand or co-brand) to attract young customers. The repositioning brand strategy has a risk to consumers who are loyal to Eileen Fisher Decisions To Be Made 1. The brand could eventually become extinct if actions weren't taken to attract a new generation to the brand. The company found itself stereotyped as a brand for older because the median customer age of Eileen Fisher was currently at 59 and increasing each year. EILEEN FISHER was doing steady business, but the brand no longer attracted the women customers in their 30s and 40s with blossoming careers and busy families who wanted beautiful with functional clothes. The secondary target market for the brand includes younger women, ages 25- 35. The Eileen Fisher brand has recently undergone some changes, including repositioning itself to target a younger women by according to the demand of younger generation. TARGET MARKET The primary target market for Eileen Fisher, includes middle-aged women, specifically ages 35-55. VISION Fisher’s vision was to create a simple yet functional clothing brand tailored towards all types of women. MISSION The mission of the company is to “Inspire simplicity, creativity and delight through connection and great design.” The core values of the brand are design, culture, and service. The current annual revenues for the company are around $270 million. Eileen Fisher has a total of 58 stores in the United States, Canada, and the United Kingdom. The company is considered to be mid-sized and currently employs around 900 people. is an American clothing company for women that was founded in 1984 and is headquartered in Irvington, New York. Case: EILEEN FISHER: BRAND REPOSITIONING INTRODUCTION Eileen Fisher, Inc.