Eileen Fisher - Questions

1. Examine the core brand associations and meaning narratives

associated with the brand Eileen Fisher, and how is the brand
story embodied in its products, stores, employees and
marketing?

2. How healthy is the Eileen Fisher brand at the time of the case
(Is the current strategy sustainable over time?)

3. Should Eileen Fisher expand its target market? To include the

emerging and/or nascent women segments or continue to focus
its efforts on the established women?

4. How does Eileen Fisher needs to change to reposition the

brand?