EILEEN FISHER

- Repositioning The Brand

Growth Trends and Drivers

Baby boomers represented the largest

demographic segment accounting for 25%
of the 200 bn $ US apparel market

“Our mission drives the business and our

profitability fosters the mission”

“Our business is a movement” Fisher wanted

her business to make a social difference

Distributed in excess of 30% pretax profits as

bonuses in years of growth

“Fisher herself lived her customers’ lifestyle

 Broad Problem Areas
Company stereotyped as a brand for Stereotyped for customers of large
older people. body types

Women in their 30s and 40s often “When you start wearing EILEEN FISHER,
regarded it as a brand their mothers wore you might as well say ‘I GIVE UP’ ”

Dominant bridge brands Ellen Tracy and

Risk of alienating the extremely Complimenting other strategic
Dana Buchman stumbled in the 2000s
loyal & profitable customers. decisions in the long term
after trying to appeal to the younger
customers

Implementation of repositioning Be attractive to the youth as well as

through the functional areas. remain relevant for the loyal customer
base

“Our relationship with the customer is 3

our competitive advantage” - COO

Strengths
• Strong brand loyalty of its core customers
• Focuses on environmental sustainability by
minimizing the environmental impact of
the supply chain and resources
• Social responsibility
• Employees who fully embody the brand
ethos
• Committed to their employees by giving
their full attention to their and wellbeing
through trainings and benefits
• Develops customer relationships
• Unique set of values that sets them apart
from the competitors
• Owns 478 department stores, 315 specialty
shops, and has an ecommerce website
SWOT Analysis
Weaknesses
• Limited Target market
• Price range is expensive
• Despite the age-less clothing image, the
brand is stereotyped as a brand for old
women, “graying bobos” with large body
type
• People think: “When you start wearing
Eileen Fisher, you might as well say “I give
up”
• The brand ages as Eileen Fisher also ages
because the spirit of the brand is the owner
itself.
• Designs are often based on the owner’s
“Intuition”
Opportunities
• To find more contemporary ways to
merchandise products to attract younger
customers but also maintain the loyalty of
the existing core customers
• Less risk for a very well established market
to try on new ideas
• Digital advertising and marketing efforts to
reach out to varied consumers from
different backgrounds
• More partnerships among the department
stores
• Expansion to different countries
• Create sub brands to diversify their
products this reaching out to more
consumers
• Baby Boomer women represents the largest
demographic segment in US
Threats
• Consumers are in the median age of 59 and
increasing 1 age each year
• High risk of alienating its core consumers
due to the targeting of new younger
customers
• Unpredictable economic crisis
• Stirring away from the company’s values
• Inability to perfectly balance what the new
consumer wants along with the values of
the company
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Positioning
strategy for
the three
segments

5
 Established Women
Target Segment Frame of Reference
Age: 50s & 60s Women’s fashion
Have money to spend
Traditional or classic clothing
High personal service expectations

Reasons to Believe
Sensual Clothing
Fluid clothes took the personality
Points of Parity
of wearer
Comfortable, stylish, and high
Simple shapes, beautiful fabrics
quality clothes
and approachable colors in the
right mix
High quality artisanal fabric

Value Proposition
Points of difference
Women could be stylish and beautiful while
Age-less and versatile clothes
being comfortable and true to themselves

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 Emerging Women
Target Segment Frame of Reference
Age: 30s & 40s Other corporate women’s
Professional responsibilities fashion
Want convenience, versatility, and value
Eclectic and creatively mix to achieve
effortless and distinctive looks

Reasons to Believe
High quality, ageless artisanal
clothing
Eileen fisher’s personal style
“The clothes were stylish, yet Points of Parity
simple, and comfortable” Comfortable, stylish, and high
“The pieces of the collection quality clothes
were designed to make getting
dressed easy and versatile
enough to be worn in office and
out for evening.”

Value Proposition
Points of difference
Women can be stylish both at home and in
Age-less and versatile clothes
the office

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 Nascent Women
Target Segment Frame of Reference
Age: teens and early 20s Other young women’s fashion in
Exploring different personality and styles the same price category
live in the moment in fashion
Look for sales and hunt bargains

Reasons to Believe
spend a lot of time reinventing
classics and reinventing those Points of Parity
simple, timeless designs to Comfortable, stylish, and high
create something new out of quality clothes
something that the customer
has loved so much

Value Proposition
Points of difference
Timeless pieces can be put together in ways
Timeless clothes
that are really modern

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Brand DNA Pyramid

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 Brand DNA Pyramid
Modern women wanting to maintain youthful, active outlook and lifestyle that is
Target Market
reflected in their way of clothing

Attributes and Focus on high quality products with artisanal fabric while being environmentally
Features sustainable and lessening negative supply chain impact on the environment

Wardrobe challenges lessened since women can rely on high quality pieces to easily
mix and match whether for office or an evening dinner
Functional
Benefits Classic designs help women express themselves

Environmentally friendly efforts introduce ‘social feel-good factor’ for customers

Emotional
Helping modern women be confident, beautiful while wearing comfortable clothing
Benefits
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 Brand DNA Pyramid
Inspired from their 5 design values: Simple. Sensual. Beautiful. Timeless. Functional.

Brand Personality For the new segment this translates to Authentic. Original. Modern. Luxurious because
the brand retains its authenticity and originality by constantly reviving the classic pieces to
perfectly fit the modern luxurious taste of its target market

“Feel younger and confident” since the brand is inclusive and inspires women to be the
Brand Essence
confident women they already are

Eileen Fisher believes that all women have youthful passion in them irrespective of age
Point of View
and thus deserve to express themselves freely through their choice of clothing
 Brand Resonance Pyramid

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 Brand Resonance Pyramid
Steps Objective Eileen Fisher
Brand has a stronghold among their core consumers. People
Step 1: Brand Deep and broad brand from other segments are aware of the brand but often have
Identity: Who are you? awareness bad perceptions about it, such as clothes who are worn by
mothers and women with larger body types.

- Brand performance good with core customers but poor

Step 2: Brand with other segments since product doesn’t meet their needs
Points-of-parity and
Meaning: What Are - Imagery enhanced by their commitment in producing high
difference
You? quality clothes made from environmentally friendly sources
allowing consumers to also feel good about their purchase

- Brand meets expectations of core consumer segment but

Step 3: Brand
some feel that the products should be a little edgier. Also,
Response : What Do I Positive accessible
some feel they are not perceived well when they wear the
Think, or Feel, About reactions
brand saying, “When you start wearing Eileen Fisher, you might
You?
as well say “I give up.”
Step 4: Brand
Resonance : How Only the core women customers exhibit behavioral brand
Intense active loyalty
much of a Connection loyalty since are regular repeat customers
 
Would I Like to Have  
With You?

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The Customer Base extension options
Established Women Emerging Women Nascent Women

Target by communicating the

Remained focused to the Existing Millenials - flashy, fickle headed
collection in ways that appealed to
customer base, just try and customer base with frequently
her sensibilities - young to middle
increase penetration further here changing tastes, price sensitive
aged Independent women who are
into modern fashion
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Recommendation on TARGET CUSTOMER
Combine Established and Emerging
these two segments are closely related to one
another as compared to “Nascent Women”

Create overlap of interests

Do not go for a ‘sub branding’ strategy. Work on
Established women want to maintain an brand evolution and not revolution
image of youthful and active outlook on their
lifestyle

Giving the customers flexibility

emerging women mix and match because
Consider product line extensions, build a strong
they like creating a distinct look licensing relationship with competent companies

Redefining ‘established’ women

Women wouldn’t want to be called “graying
bobos” so this new segment will be called the”
Modern Women”

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THANK YOU