Established fashion brand Eileen Fisher traditionally appealed to older women. However, to stimulate growth, the management team of Eileen Fisher wants to target the younger demographic and has revamped its fall product line to offer more trendy styles to appeal to young women. However, repositioning the brand was more difficult than expected.
eileen fisher case solution
This case examines the problems of attracting new target markets without alienating existing customers. Eileen Fisher case, the initial forays into social media, as they pursue the younger demographic, and demonstrates the possibilities and pitfalls that await the big brands, when they enter into the world of Web 2.0. "Hide
by Anat Keinan, Jill Avery, Fiona Wilson, Michael I. Norton Source: Harvard Business School 21 pages. Publication date: April 11, 2012. Prod. #: 512085-PDF-ENG
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