EILEEN FISHER Repositioning the Brand Anat Keinan Jill Avery Fiona Wilson Michael I Norton 2012
Problem Statement of the Case Study
Eileen Fisher, a women’s eco-fashion line founded in 1985, has achieved tremendous success. The company is based in the Hudson Valley, USA, with a presence in more than 50 countries, including New York, Tokyo, London, Shanghai, and Hong Kong. Eileen Fisher’s vision is to design timeless wardrobe essentials with a focus on luxury fabrics such as bamboo and silk. The brand has a strong social responsibility focus, supporting conservation projects
BCG Matrix Analysis
“I have been working with EILEEN FISHER for a few years, and I was one of the first brand managers to work with their brand management team. Their products are now known globally for quality, sustainability, and the creative approach to luxury product development. In 2012, EILEEN FISHER began a repositioning campaign to shift their focus from the ‘luxury brand’ to an ‘everyday brand’ that resonated with people at every level of the market.” EILEEN FISHER
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The first presentation of the new EILEEN FISHER was held in the early 1990s when the brand was introduced on the New York store’s second floor. The opening was very well attended. The show was well promoted and in fact had been advertised on billboards in Times Square for months prior to the launch. The opening was so busy that I arrived at the store 25 minutes early and still found space at the front of the show. The store had set up the show with a huge display of all items on display. The back of the
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“Anat Keinan’s ‘Repositioning the Brand’ course was designed to help Eileen Fisher’s businesses become more successful in the “slow” market, which has become an increasingly important part of the fashion industry. The course consists of ten weeks of classroom training, including a half-day case study review, followed by a second half-day course in Washington, DC and a weekend retreat. The first course we ran was in August 2012. Anat’s training approach includes a lot of hands-
Marketing Plan
The text is about repositioning the EILEEN FISHER brand in light of the current market trends. Section 1 EILEEN FISHER is an American designer of casual and chic clothing. The brand is based on the concept of simple elegance. The main target group is women who appreciate quality fabrics, easy style, and timeless fashion. In the beginning, EILEEN FISHER products were targeted mainly at the younger generation. However, with the of the ‘Nautical’
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“In 2012 Eileen Fisher created a new vision of the brand and introduced three new collections. They were: Eileen Fisher’s new wardrobe line for women, Eileen Fisher’s new collection for women under 25, and Eileen Fisher’s new line of underwear for men. All the collections combined the Eileen Fisher heritage with innovative modern fashion. link Eileen Fisher’s strategy was to sell the products at full price, to encourage people to make use of
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First, let me start by saying that Eileen Fisher was a well-known and beloved fashion brand that was acquired by an Asian group last year. The acquisition, and subsequent decision to reposition the brand to appeal to a new audience of health-conscious women, caught my attention. The decision was a strategic one that has since paid off in significant ways. you can try these out In the second year of rebranding the brand, Eileen Fisher’s sales have skyrocketed by 300%. The following section will explain how Eileen Fisher