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Case: EILEEN FISHER: BRAND REPOSITIONING INTRODUCTION Eileen Fisher, Inc. is an American clothing company company for women that was founded in 1984 and is
headquartered in Irvington, New York. The company company is considered to be mid-sized and currently employs around 900 people. Eileen Fisher has a total of 58 stores in the United States, Canada, a the United Kingdom. The current annual revenues for the company are around $270 million. MISSION
The mission of the company is to “Inspire simplicity, creativity and delight through connection a great design.” The core values of the brand are design, culture, and service.
VISION Fisher’s vision was to create a simple yet functional clothing brand tailored towards towards all types of
women . TARGET MARKET
The primary target market for Eileen Fisher, includes middle-aged women, specifically specifically ages 35-5 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. The secondary targ market for the brand includes younger women, ages 25- 35. PROBLEM STATMENT
1. 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.
2. The company found itself stereotyped as a brand for older because the median custome age of Eileen Fisher was currently at 59 and increasing each year. 3. The brand could eventually become extinct if actions weren't taken t aken to attract a new generation to the brand. Sign up to vote on this title
4. The repositioning brand strategy has a risk to consumers who are loyal to Eileen Fisher
Decisions To Be Made
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BRAND REPOSITIONING
1. To meet the challenges of brand repositioning THREAD and STITCH project were born. 2. In THREAD project, company hired IDEO - a leading design and innovation firm, to clarify company’s brand vision and to apply those principles consistently across retail channels reach new audiences.
3. The IDEO team research on the aged women (50) and modern women consumer and fin out their needs and expectation to the eileen fisher brand through one to one interview workshop and dinners.
4. And the research shows that the new target audience and younger generation needs to design some modern collection from a brand. 5. The company efforts and work hard to produce age-less designs in order to attract new generations. 6.
The second phase of their work, called the STITCH project, IDEO transformed their offic with a gallery of images, created at an “illicit” photo shoot.
7. 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. They changed the way clothes were merchandise in store .The new designs and collectio
were photograph with new art direction and infused in to the frame with high heels and lipstick. Short shirts and skinny pants were feature more prominently mixed with traditi You're Reading a Preview piece.
9. However, the new position inUnlock the end successfully satisfied both new target segment an full access with a free trial. loyal customers. SWOT ANALYSIS:
Strengths
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Weaknesses
Well established Brand
Limited target market. (Gender, Age, social class)
Loyal customer base
Demographic disadvantage
Uniqueness of values Customer-Centric Approach Company owned retail stores
Designs were reliant primarily onthis thetitle Sign up to vote on founder ‘Intuition’ Useful Not useful
Focused more towards the retention of existing customer base
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