Eileen Fisher: Repositioning the Brand

Case Analysis

Well established fashion brand Eileen Fisher has traditionally appealed to older women. But to drive growth, Eileen Fisher management team wants to target a younger demographic and has revised its fall product line to offer more fashionable styles to appeal to younger women. But has become more difficult than expected repositioning of the brand. This case examines the challenges of relying on new target markets without alienating existing customers. The case follows Eileen Fisher is in. .. Read more »

Well established fashion brand Eileen Fisher has traditionally appealed to older women. But to drive growth, Eileen Fisher management team wants to target a younger demographic and has revised its fall product line to offer more fashionable styles to appeal to younger women. But has become more difficult than expected repositioning of the brand. This case examines the challenges of relying on new target markets without alienating existing customers. The case follows Eileen Fisher initial forays into social media, as they chase a younger demographic and shows the opportunities and pitfalls that great brands expect when they enter the world of Web 2.0.
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from
Anat Keinan,
Jill Avery,
Fiona Wilson,
Michael I. Norton
Source: Harvard Business School
21 pages.
Release Date: 11 April 2012. Prod #: 512085-PDF-ENG
Eileen Fisher: brand repositioning HBR case solution