EILEEN FISHER: Repositioning the Brand.

Questions 1: Should Eileen Fisher reposition the brand again? If yes,

how? Which is the right segment they should target for positioning?

Question 2: ”We don’t look at what others are doing but we are worried
about what we are doing” – said Eileen to COO – Support or oppose the
statement with segmentation strategy.
The company should reposition the brand

Reasons for repositioning the brand.

• Broaden the market by targeting emerging women.

• Increase revenue.
• Increasing the customer base because of the constant increase in the median age of the existing
customers.

What happened in repositioning?

• IDEO, a leading design and innovation firm, was responsible for the repositioning.
• They conducted the THREAD Project which included the following: Research was conducted with
employees of Eileen Fisher followed by individual interview, focus groups, opinions of non-consumers
was also taken to understand the brand from a third perspective. The project concluded in three
different segments
1. Established Women (Age group of 50’s plus)
2. Emerging Women (Age group of 30’s to 50’s)
3. Nascent Women (Age group of early 20’s)
• The findings of the THREAD Project were deployed for the emergence of the STITCH Project which
repositioned the brand in following ways:
 SWOT analysis
STRENGTHS WEAKNESS
Brand loyalty -Rigid approach
-loyal customers are affluent and represent largest demographic segment Outdated designs
Good customer interaction Customer base age increasing by 1 year each year
-good workplace standards, employee betterment and loyalty -Faster expansion plans may lead to losing loyal customers
-socially aware brand
-smart designs and easyn to use day to day fashion brand
Simple designs, sensual clothing

OPPORTUNITIES THREATS
-Nascent customer age group Competitor can tap into the market by innovative designs, competitive pricing
-emerging customer age group Increasing median age of Loyal customer base
-global and nation expansion Losing out loyal customers because of expansion plan and change in company values
In terms of physical stores as brand associability changes
In terms of online marketplaces
Tie ups and mergers and acquisitions of similar nascent aged