Eileen Fisher Repositioning The Brand Pdf
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EILEEN FISHER: Repositioning the Brand. This case explores the challenges of appealing to new target markets, without alienating existing customers. The case follows Eileen Fisher's initial forays into social media as they chase a younger demographic, and demonstrates the opportunities and pitfalls that await big brands when they enter the world of Web 2.0. EILEEN FISHER: Repositioning the Brand. PDF Hardcopy Black & White. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to younger women.
Eileen Fisher Repositioning The Brand Pdf
The website was also another platform that was updated. They included more videos to bring the webs advertising, Eileen Fisher previously focused on the person that would wear the brand and how they would wear the brand’s clothes; however now it just shifts that focus to the actual clothes.How strong is the brand story? What are the core brand associations and meaning narratives associated with the brand?The brand story was considered very strong. It is a high end brand that accounts such as Bloomingdales, Nordstrom, etc. appreciated because it was the best performing brand. It could have been too strong, before the repositioning, because it shifted certain segments away. People associated the brand as for older people, well established in their careers as well as a mom/grandmother brand. It had a very strong brand loyalty associated with it. As the company grew older so did its customers. Some people did not want to be associated with that, and did not buy the brand; therefore shifting younger segments away. How healthy is the brand at the time of the case?At the time of the case the brand was healthy but it was at a vulnerable point. There had been economic downfall, so the industry as a whole was suffering but Eileen Fisher was stronger than its competitors. Economic factors forced customers to go to discount brands and shy away from department stores, therefore not only was Eileen Fisher losing customers its competitors were as well. Compared