Case | HBS Case Collection | April 2012 (Revised May 2012)

EILEEN FISHER: Repositioning the Brand

by Anat Keinan, Jill Avery, Fiona Wilson and Michael Norton


Well-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to younger women. But, repositioning the brand has proven to be harder than expected. This case explores the challenges of appealing to new target markets, without alienating existing customers. The case follows Eileen Fisher's initial forays into social media as they chase a younger demographic, and demonstrates the opportunities and pitfalls that await big brands when they enter the world of Web 2.0.

Keywords: marketing; brand management; brand positioning; market segmentation and target market selection; retailing; fashion; corporate social responsibility; social media; Brands and Branding; Product Positioning; Segmentation; Social and Collaborative Networks; Growth and Development Strategy; Retail Industry; Fashion Industry;


Keinan, Anat, Jill Avery, Fiona Wilson, and Michael Norton. "EILEEN FISHER: Repositioning the Brand." Harvard Business School Case 512-085, April 2012. (Revised May 2012.)