Pao Pao

In: Historical Events

Submitted By smashuk
Words 9608
Pages 39
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9-512-085
REV: MAY 25,2012

ANAT KEINAN
JILL AVERY FIONA WILSON
N,IICHAEI- NORToN

EILEEN FISHER: Repositioning the Brand
Hilary Old, vice president for communications, was one part excited and one part nervous, so she took a moment to adjust her scarf before she entered the meeting. It was ]anuary of 201,0 and she and her colleagues were about to review the first retail sales results following a major strategic initiative to reposition and evolve the EILEEN FISHER brand.
2009 marked the 25tri anniversary of EILEEN FISHER and the occasion gave the company the impetus to pause and assess its history. The company had enjoyed phenomenal success in its first quarter century: its growth in revenues and profits had been driven by both the skong brand loyalty of its core customers, and the opening of fifty retail stores dedicated to the brand. The company was consistently recognized as oue of the best companies to work for and had an impressive environmental sustainability and social

responsibility- record. However, a startling discovery had emerged. The median customer age was currently at 59 and increasing each year, keeping pace with the age of the company's visionary founder, Eileen Fisher. Despite the company's best efforts to design age-less clothing to appeal to multiple generations, as Fisher herself aged, so too had the customer base. The company found itself stereotyped as a brand for older, and, to some extent, customers with larger body types. Old worried that tl're brand coulcl eventually become extinct if actions weren't taken to atLract a new generation to the brand.
The company embarkeci on a strategic project to clevelop a new brancl expression that would set the foundation for the future direction of the company. The project resulted in a brancl repositioning. Ectgier brancl communications…...

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