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  • April 2012 (Revised May 2012)
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EILEEN FISHER: Repositioning the Brand

By: Anat Keinan, Jill Avery, Fiona Wilson and Michael Norton
  • Format:Print
  • | Language:English
  • | Pages:21
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Abstract

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; Brands and Branding; Product Positioning; Segmentation; Social and Collaborative Networks; Growth and Development Strategy; Social Media; Retail Industry; Fashion Industry

Citation

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.)
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About The Authors

Jill J. Avery

Marketing
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Michael I. Norton

Negotiation, Organizations & Markets
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Related Work

    • March 2013
    • Faculty Research

    EILEEN FISHER: Repositioning the Brand (TN)

    By: Anat Keinan and Jill Avery
    • April 2012 (Revised May 2012)
    • Faculty Research

    EILEEN FISHER: Repositioning the Brand

    By: Anat Keinan, Jill Avery, Fiona Wilson and Michael Norton
Related Work
  • EILEEN FISHER: Repositioning the Brand (TN) By: Anat Keinan and Jill Avery
  • EILEEN FISHER: Repositioning the Brand By: Anat Keinan, Jill Avery, Fiona Wilson and Michael Norton
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