They can grow into Eileen Fisher's core brand. We consider emerging women the 'younger, cooler' customers that are up and coming. Also, this position makes it possible for Eileen Fisher to target a very specific age group that can grow into full-fledged customers of Eileen Fisher in the future.

Emerging women command stronger buying power than the nascent group.īy employing the multi-branding approach, Eileen Fisher is mitigating the risk of transferring negative associations from the current brand to the new target market segment.

Nascent women's negative perceptions are too high to nullify or overturn.

The emerging age group (35-44) is going to sequentially transform into the established customers' age group (45-64).

Emerging women are more similar to established customers than nascent women (ages 21-34).

But, repositioning the brand has proven to be harder than expected. 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. Publication Date: ApWell-established fashion brand Eileen Fisher. Thunderbird Magazine, Volume 53, Number 1 1999. Eileen Fisher: Repositioning the Brand case study solution, Eileen Fisher: Repositioning the Brand case study analysis, Subjects Covered Brand management Market.

Eileen Fisher Repositioning The Brand Pdf Files FreeĮileen Fisher: Repositioning the Brand 1.It should spin off a new brand called Emerge. Eileen Fisher should expand its core brand by targeting the segment of 35-44 year old 'emerging' women in order to achieve higher growth.

The threat to Eileen's existence is her own evolution as she ages beyond the main market of women purchasers.This is leading the brand to its own end, and she must build a new strong brand. She is growing older as are the customers which her brand currently appeals to. She has always designed her clothing according to her own preferences, and as a result, the brand has aged with her. Eileen Fisher's core customer is herself.

Eileen fisher repositioning the brand pdf files