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Case Study

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

– Eileen grew up in Plaines, Illinois


– Her father worked as a systems analyst at Allstate Insurance, and her mother
sewed the families clothes.
– She paid her way through the University of Illinois working as a waitress and
wanted to Major in Maths
– Her roommate at the time was studying interior design and Eileen realized she
enjoyed that much more than math and went about graduating with an interior
design degree.
Who is Eileen Fisher

– 1984 Fisher invested $350 with no sewing experience or fashion


– Took 4 designs to a boutique show in New York and sold $3000 in orders
– Eileen listened, made adjustments, and for her second show built off the first
line by adding a simple skirt, a straight dress, and a drop-waist dress
– Later expanding the line to 8 items she brought in $40,000
– Stylish, Simple, Comfortable was her belief
– It comes alive on your body
Design Values

– Simple
– Sensual
– Beautiful
– Timeless
– Functional
Eileen Fisher Today

– Core Customer was Middle ages Baby Boomer woman


– 3 Key selling seasons – Fall, Resort and Spring
– Each season 85 new items were introduced
– Deep drive was a process involving 100 employees to share their thoughts to
brainstorm. Design, merchandising and core concept teams were involved.
– Fisher’s line is now available in department stores and
52 Eileen Fisher stores
Tagline and Brand Statement

– Tagline: “Beautifully simple clothing designed to move with real life.”


– Brand Statement: Beautifully simple clothing designed to move with real life.
– Design Values: Simple. Sensual. Beautiful. Timeless. Functional.
– Culture Values: We inspire creativity. We instill confidence. We cultivate
connection.
– Service Values: Authentic. Inspiring. Collaborative. Intuitive. Inclusive.
Commitment to Employees

– Sponsored programs to support growth and well-being.


– Supported flexible work arrangements supported and offered $1,000 per year for
wellness-related activities such as health club memberships, cooking classes.
– offered generous benefit packages to its employees and distributed in excess of
30% of pre-tax profits as bonuses.
– In 2005, transferred 31% of the shares of the company, worth $30 million, to her
employees through an employee stock ownership plan.
EILEEN FISHER in the Fashion
Industry
– “People say ‘I believe in this brand’. It’s more than just clothes.
– By 2009, EILEEN FISHER operated 50 company-owned retail
stores in sixteen states that accounted for 25% of its retail sales.
– Hiring decisions were unconventional.
– Focused on consumer’s shopping experience and provide guidance
and support.
– Operated an e-commerce website that accounted for 12% of its retail
sales.
– the fashion industry floundered during the 2008-2010 recession.
– New, trend-driven fashions failed to attract women in their 20’s and 30’s to
these Baby Boomer brands and alienated their core customers, who fled to
other designers.
– But EILEEN FISHER remained a steady performer for its retailer partners.
Eileen Fisher:

“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”

Response of the Established


Customers
‘STICHED’ Project

– Communicate strong and focused message


– Dismantle negative perception and stereotypes
– STITCHED Project
– IDEO
– Transformed their offices with gallery of images
– Models wearing company clothes and other brand products
CHANGES they Adopted

– Relationship between body conscious fits and core shapes


– Metallic fabrics
– Sequins
– Knit Biker Jacket and Miniskirts
– Clothes as designed objects
– Catalog copy that highlighted the shift in attitude
Merchandise

– Clothes were showed with a belt on the waist


– High heels and boots rather than flat shoes
– Short skirts and skinny pants mixed with traditional pieces
– Stores featured sections to clarify the product message
– Synergy between ads and in-store visuals
Advertising and Media Strategy

– 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

– Not well established in social media


– Didn’t have Facebook or Twitter account
– Chose not to enter in the discussion as criticism will lose steam over time
Eileen Fisher:

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!

Ask those who will Extensive


Keep the existing Target Market-
purchase – Not Marketing
consumer-base Everything for all -
everyone Eileen campaign on all
intact with respect & love
Fisher!! possible platforms

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