Well-established fashion brand Eileen Fisher has appealed to old women. Nevertheless, to drive increase, Eileen Fisher's management team has revamped its Autumn product line to offer more fashionable styles to appeal to younger girls and needs to target a younger demographic.
eileen fisher case solution
But, repositioning the brand has turned out to be tougher than expected. This case explores the challenges of appealing to new target markets, without alienating existing customers. The case follows Eileen Fisher's first forays into social media as they chase a younger demographic, and exhibits the opportunities and pitfalls that await huge brands when they enter the area of Web 2.0.
PUBLICATION DATE: April 11, 2012 PRODUCT #: 513S34-HCB-SPA
This is just an excerpt. This case is about SALES & MARKETING
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