Professional Documents
Culture Documents
EILEEN
FISHER:
Repositioning
Asfia
the Brand
Team # 8
Babar Saleem
Madiha
Muhammad Waleed Mughal
Sarosh Anis
In words of Eileen Fisher
herself;
– “In my mind I Kept seeing these simple shapes that all went together. I was
drawn to beautiful fabrics, approachable colors and proportions that could mix
in many combinations”
Who is Eileen Fisher
– Simple
– Sensual
– Beautiful
– Timeless
– Functional
Eileen Fisher Today
“THE
THREAD
PROJECT”
Realizations after hangover of
25th year celebration ended!
– No longer attractive enough
– Loyalists had aged including Eileen Fisher herself
– Negative Perception – A brand for aged mother like figures, plus sized and
family-based (rare in western culture)
– Negative Stereotypes- I give up
– ISN’T FOR US – Lost the fashion conscious population
– Increase in median age by every year
The Thread Project: The Vision
and Meeting New Women
– Broaden up the target market
– Ask them directly- Telephone-like game
– Setting the definition and terms right
– Retail Channels
– IDEO enters
– Primary research
– Research concluded – Established, Emerging and Nascent
Eileen Fisher:
“STITCHED
PROJECT”
– Stronger attitude
– Model is often solo in the frame
– Expressing range of moods
– Spiritual, Wellness and feel good to Vogue
– Redesigned their website adding more videos to bring clothes to life
– Website and advertising art was consistent with one another.
Response of Established
Customer
– Since brand was changing too fast
– Concerned about alienating their established customer
– Sales team was worried that retail buyers wont stomach the changes
– Company experienced most negative responses from established customers
– Disappearing role of plus sizes in the line
– Will loose 65% of American women business if she gives up plus sizes
– Average women size in America is 14
– More inclined towards younger people
Presence on Social Media
Looked Ahead to
Bigger Decisions
Questions aroused!!!
– Established,
– Emerging or
– Nascent
To go or not for!!!
– Global Expansion
– Demographic and price conflicts
– Different Brand or a Sub-Brand –
product line extension
Propositions!