And the research shows that the new target audience and younger generation needs to design some modern collection from a brand. 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.Ĥ. 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.ģ. To meet the challenges of brand repositioning THREAD and STITCH project were born. The repositioning brand strategy has a risk to consumers who are loyal to Eileen Fisherġ.

The brand could eventually become extinct if actions weren't taken t aken to attract a new generation to the brand. 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. 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.Ģ. The secondary targ market for the brand includes younger women, ages 25- 35. Target a younger women by according to the demand of younger generation. 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 VISION Fisher’s vision was to create a simple yet functional clothing brand tailored towards towards all types of

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. The current annual revenues for the company are around $270 million.

Eileen Fisher has a total of 58 stores in the United States, Canada, a the United Kingdom.

The company company is considered to be mid-sized and currently employs around 900 people. is an American clothing company company for women that was founded in 1984 and is Case: EILEEN FISHER: BRAND REPOSITIONING INTRODUCTION Eileen Fisher, Inc.

Eileen fisher repositioning the brand pdf files