JENNY ERWIN

FASH 763

Eileen
Fisher
Case Study 1
 The
Brand
Story
DESIGN
simple, sensual, beautiful,

Embodiment of Core Values

timeless, and functional

PERSONAL EXPERIENCE
50 company owned retail stores
allow for a personally curated
experience for consumers

COMMUNITY
most employees are within the
target demographic range for
customers; encouraged to
engage with customers; given
money to pursue wellness
Strength of the
Brand Story
A TIMELESS AESTHETI C
The Eileen Fisher brand responds to trends
as a dialogue with their design values, rather
than an overpowering monologue. This
leads to collections which build on
eachother year after year and evolve with
the women they are dressing.
BRAND STATEMENT
"At the heart of EILEEN FISHER is great design, ideas brought to
life through clean lines, simple shapes, and sensual fabrics. Our
design strives to balance the timeless with the modern, function
with beauty. Ours is an organic system, always evolving, changing,
building upon what’s come before. It’s a dialogue between
seasonal perspectives and enduring ideals. Our values ground us
in the essentials of design – simple, sensual, beautiful, timeless,
functional. These values are threaded through every collection we
create. They are where we started and where we will always start
again. Our culture of design is born of passionate individuals. We
inspire creativity, we translate the beauty of the unexpected into
artful expression. Abandoning ourselves to the spirit of creative
play, we encourage surprise and discovery, courage and vision,
instinct and intuition. We instill confidence, we honor our voices,
letting each one ring out as valid and valued. By supporting and
nurturing each other, we find our individual strengths. We bring the
love of self expression to our customers, instilling confidence
through the beauty and performance of great design. We
encourage connections. We each listen seeking to be surprised by
what we don’t know, inspired to reach beyond the shadows we
cast. From our nearest whispers to our most distant touches, we
demonstrate singular action and collective impact and bear the
essence of Eileen Fisher, a woman and a community. Beautifully
simple clothing designed to move with real life. EILEEN FISHER.
 Brand Associations

Simple Connected Inclusive Currated

Streamlined design A community of Designs to fit a variety Branded stores which

for ease of wear and employees who care of body types epitomize core values
classic elegance about their
consumers
The Brand
Positioning
Current Position SECONDARY
TARGET MARKET
WOMEN AGES 25-35
Traditionally appealed to older women (ages 45-65)
 Targeting Nascent and/or
Emerging Markets

Pro Con Pro/Con Con

Capture an audience Large barrier to entry Change brand image Lower buying power
previously unaware of as emerging markets - gaining new than established
the brand require different customers could markets
advertising strategies alienate older ones
 Continue to Target
Established Market

Pro Con Pro Pro

Current audience Lack of following Brand identity Higher buying power

already resonates younger trends may remains intact relative to other
with the brand... why cause the brand to markets
mess with a good lose its appeal
thing?
Positioning
Recommendation
CONTINUE ON

Eileen Fisher already has an established shopper who

relies on the brand to provide consistent design
values. Targeting a younger audience would be
detrimental to the brand.

THE YOUNGER DEMOGRAP HIC

If the brand would like to target a younger audience,

they should do so by introducing a secondary line (ex:
"Jenna Fisher) which people would associate with the
original brand, but it would not harm the current brand
positioning.
BE WARY
Eileen Fisher should be wary of
alienating their current
demographic in an attempt to
chase a younger one
The Future
KEEP IT SIMPLE
The brand's consumers appreciate
of the Brand
the core design values of simple,
sensual, beautiful, timeless, and
functional.... Do not stray from
them.
Thank you