ASSIGNMENT

Brand Management

Submitted BY: Registration NO:

Ali Hamza Mateen Pasha Sp18-BBA-017

1. What is the main issue and summarize case study in your own words?

In this case study, the main problem is the challenge of attracting new target markets without
attracting existing customers. This case was Eileen Fisher's first foray into social media when she
was chasing young people, and it demonstrated the opportunities and dangers that big brands
awaited when they entered the online world. The main problem found in the case Eileen fisher is
Repositioning the brand" is that Eileen Fisher has become one of the most mature fashion brands
in the US market, offering attractive clothing and designs for older women. However, with
changes in customer demographics, the company is unable to grow its customer base, so it is
considering various options to maintain the market.

2. How much you are satisfied with the brand story reflected through product, stores,
employees and marketing? What kind of associations exist with the brand?

Products:

In fact, these clothes are very fashionable, they are simple and easy to put on, so the works in the
compilation will be paired with each other in advance, so that users can compare the appearance
through artistic methods in daily life.

Marketing and advertising:

The organization focuses on fashion in marketing and advertising activities, so it focuses on

clothing, although these users not only always want to know who the brand is and who wears it,
but they also focus on the statement of fashion producing clothes.

What kind of associations exist with the brand?

The role of the store is only to enhance a specific sentiment for buyers, that is, the way the brand
is embodied in the store is to sell clothes in the store and display the clothes in a more radical
way. The story of the Eileen fisher brand is very powerfully reflected in all its products, stores,
employees, and the company's marketing and advertising. The main objective of the company is
to present the ordinary woman as a brand image. The owner of the company did not participate
in the activities of the model but left and encouraged an ordinary woman in the company to
participate. In addition, the company has been committed and has been working very efficiently
in the department where it started its activity. However, in the recent decline, the company
shifted its focus to other popular markets in the market. Before entering different markets, the
company was only one-dimensional and its focus was to ensure product quality, not other
activities. This has been an important factor in the success of the company for some time, and
Eileen fisher has made general improvements to the product there.
3. How much good brand Eileen Fisher was? Is there any measure to evaluate it at the
time of case study like consumers perceptual metrics, brand equity and performance??
Equity was increasing or decreasing>?

Due to the reach, customer base, and brands that target specific segments of the apparel market,
the brand's story has been adjusted accordingly. Core customers or established customers are
associated with the brand, and they believe that this is a good, modern way to meet the needs of
older women and corresponding women. Eileen Fisher's main brand association is "exquisitely
designed clothing that easily relates to real life." Additionally, the average target audience for the
Eileen fisher Brand Association is 59-year-old women. The brand is usually associated with
older people. The company has been operating through licenses, partnerships, and retail stores.
Social media is not the main business philosophy of the company. The brand has always been a
successful brand, and its main goal is to provide customers with high-quality personalized
products with maximum comfort and high-quality fabrics.

4 How should Eileen Fisher reposition itself and what could be pros and cons to position
for emerging or nascent women?

For Eileen fisher to maintain continuity in the marketplace and achieve significant sales success,
you must reposition your brand in a way that involves end-to-end products but adheres to
established customer needs. In today's economic environment, companies must change brands to
maximize profits. The dilemma is to stick with established customers, who make up most of your
sales, or to target other groups of potential customers. Adhering to the needs of existing
customers will put the company at risk of aging customers, while contact with other groups can
alienate existing customers. For mature women, this strategy may reasonably prevail because the
company can meet all their needs. It should be noted that this type of staff represents the majority
of the company's customer base. In addition, its purchasing power is very high, which will allow
Eileen fisher to make the most of it. The group was excited about the changes their bodies
underwent and was therefore aware of their choice of clothing. In addition, the company does not
have to lower the price because the group can pay the cost of the acquired goods. Their
perception of purchase is of a single brand, so they can hire as many employees as they need in
the same store. However, as this group of customers ages, the company faces continuity
challenges. Former clients will appreciate the changes proposed by the company. The important
thing is that changes in brand strategy will never satisfy the entire girl group. Fir trees must not
compromise their market position by alienating adult women. Furthermore, sticking to this brand
will ensure that Eileen fisher Company will not change its value, but will increase its
attractiveness to customers. It is worth noting that over time, other categories of customers will
also enter this group. When this happens, the company can meet your needs and ensure
continuity under your control. Still, the group will not benefit much from the company's decision
to purchase ancillary goods, because they don't care if the clothes match from head to toe. Since
they prefer traditional clothing, it will undoubtedly meet their needs.

5. How these strategies will affect future brand value?

Eileen fisher is a very healthy brand. The company has a large customer base and the income
generated by the company is reasonable. In addition, the customer's connection with the brand
has always been high. The products provided by Eileen fisher have convinced women. Recently,
the value of the brand has also increased. Women have been persuaded to spend more money on
quality and have, in fact, considered the high-priced products that Eileen fisher offers. This gives
the company a strong presence in the market. The company's ability to meet the needs of new
markets will help bring positive "back" contact information to Eileen Fisher. If the consumer's
association with the new brand transfers it back to the brand image of the main brand, the reverse
transfer will have a positive impact on the brand equity of the company.