1. Eileen Fisher: Repositioning The Brand

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Eileen fisher brand repositioning. 1. Case: EILEEN FISHER: BRAND REPOSITIONING Topic: SWOT ANALYSIS, TOWS MATRIX ANALYSIS Course Facilitator: Mr. AYAZ RAFIQUE Group Members: Taha Qamar Ayesha Baig Noman Iqbal Adhami Almas. INTRODUCTION.Eileen Fisher, Inc. Is an American clothing company for women that was founded in 1984 and is headquartered in Irvington, New York.The company is considered to be mid-sized and currently employs around 900 people. Eileen Fisher has a total of 58 stores in the United States, Canada, and the United Kingdom.The current annual revenues for the company are around $270 million.

Eileen Fisher: Repositioning The Brand

MISSION The mission of the company is to “Inspire simplicity, creativity and delight through connection and great design.” The core values of the brand are design, culture, and service. VISION Fisher’s vision was to create a simple yet functional clothing brand tailored towards all types of women TARGET MARKET The primary target market for Eileen Fisher, includes middle-aged women, specifically ages 35-55. The Eileen Fisher brand has recently undergone some changes, including repositioning itself to target a younger women by according to the demand of younger generation. The secondary target market for the brand includes younger women, ages 25- 35. PROBLEM STATMENT  EILEEN FISHER was doing steady business, but the brand no longer attracted the women customers in their 30s and 40s with blossoming careers and busy families who wanted beautiful with functional clothes.