EILEEN FISHER: Repositioning the Brand
Well-established fashion brand Eileen Fisher has traditionally appealed to older women. 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. But, repositioning the brand has proven to be harder than expected. 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.
Collection: HBSP (USA)
Ref: HBS-512085-E
Format: PDF
Number of pages: 21
Publication Date: Apr 11, 2012
Language: English, Spanish
Review date: May 25, 2012
What material is included in this case:
Description
Well-established fashion brand Eileen Fisher has traditionally appealed to older women. 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. But, repositioning the brand has proven to be harder than expected. 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.
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Year: Event Year Start:2010
Geographic Setting: Geographic Setting:United States;New York
Industry Setting: Industry Setting:Apparel
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"EILEEN FISHER: Repositioning the Brand"
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