The document provides a market analysis for Eileen Fisher, Inc. to expand into France by opening a store in Lille. It analyzes the demographics of France and Lille, demand trends, competitors, a SWOT analysis, target market, consumer behavior, and provides a curriculum for employees to learn French language and culture. The analysis recommends Lille as the ideal location for Eileen Fisher, Inc.'s first store in France due to its thriving textile industry and focus on fashion and sustainability.

1. Go Global Consulting:
Eileen Fisher, Inc.
Expansion to France
Jennifer Greenland
Taylor Lyford
Kaitlyn Matrassi
Marissa Torcivia

2. 2
EILEEN
FISHER
Table of Contents
EXECUTIVE SUMMARY...........................................................................4
ABOUT THE COMPANY ...........................................................................5
DEMOGRAPHICS OF FRANCE ..............................................................6
DEMAND TRENDS......................................................................................7
COMPETITOR ANALYSIS........................................................................8
SWOT ANALYSIS......................................................................................10
TARGET MARKET ...................................................................................11
CONSUMER BEHAVIOR.........................................................................12
CURRICULUM...........................................................................................13
MARKETING STRATEGY ......................................................................17
ROI ...............................................................................................................19
BUDGET PLAN .........................................................................................20

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EILEEN
FISHER
Executive Summary
Eileen Fisher, Inc. was founded by Eileen Fisher in 1984 in Irvington, NY. Starting with four designs in The
Boutique Show in New York City, the company has grown from an initial profit of $3,000 to an annual
revenue of $270 million. Fisher’s goal was to create a simple yet functional clothing brand tailored towards
all types of women. She expanded this vision to include sustainability, human rights, support for women,
and community partnerships. Of these aspects, sustainability has gained the most prominence for Eileen
Fisher, Inc. Eco-friendly from the design process to the consumer lifestyle, the company uses organic
cotton, recycled fibers, and certified dyes, and encourages its consumers to recycle and hand wash their
clothing.
Eileen Fisher, Inc.’s growing popularity as well as its focus on sustainability has led the company to want to
expand further than its satellites in Canada and the United Kingdom. Internationally, Eileen Fisher, Inc.
does not have an abundance of independent stores, but rather the company’s clothing is featured in large
department stores across the world. Likewise, Eileen Fisher, Inc.’s website ships to many different
countries, but there is a lack of physical stores in these countries. Generally targeting women from ages 25
to 55, Eileen Fisher, Inc. has the opportunity to appeal to an abundance of customers.
After an analysis of Eileen Fisher, Inc.’s strengths and weaknesses, Go Global recommends that the
company expand to Lille, France. With a combined focus on fashion and sustainability, Lille is the ideal
location for an independent Eileen Fisher, Inc. store. Lille has a thriving textile industry, emphasizing the
sustainability that Eileen Fisher, Inc. is currently implementing in the United States. Go Global has chosen
the location Rue Esquermoise in Vieux-Lille, specifically because it is known for a vibrant shopping
community, from designer stores to individual boutiques. If the company is in agreement, Go Global will
provide services to initiate Eileen Fisher, Inc.’s expansion, including intensive language and culture
preparation as well as marketing campaigns, which will include promotional use of social media.
From Irvington, New York Lille, France
to
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EILEEN
FISHER
About The Company
Company and Product Analysis
Eileen Fisher, Inc. is an American clothing company for women that was founded in 1984 and is
headquartered in Irvington, New York. The company’s design is characterized by simplicity, and is known
for using non-traditional models in print advertisements, including its own employees. 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 Eileen Fisher clothing line is also present in
upscale department and specialty stores, including Macy’s, Nordstrom, Saks Fifth Avenue, and Neiman
Marcus. The current annual revenues for the company are around $270 million.
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. The brand is known for supporting
women’s rights through its numerous social initiatives that address their well-being. The Eileen Fisher, Inc.
Women-Owned Business Grant Program is a program that awards 5 to 10 grants (with a minimum of
$12,500 per grant) to 100% female owned businesses that are founded on the principles of social
consciousness, sustainability and innovation. These developing businesses must have a solid business plan
and a strategy for long-term growth to be eligible for the grants.
Price, Product, Promotion and Place
Eileen Fisher, Inc. is a brand of higher end, women’s clothing. This brand focuses on creating clothing for
women, sizes petite to plus, while also keeping up with the quick changes in the season-to-season looks.
From season-to-season, products generally stay the same but with small changes to shape or color. When it
comes to promotion Eileen Fisher, Inc. advertisements can be seen in more professional magazines such as
The New Yorker, Harper’s Bazaar, and IN Style, as well as in The New York Times and The Wall Street
Journal. Eileen Fisher, Inc. also prides itself in its sustainability by using a collection of eco-friendly fabrics
such as organic cotton, hemp, and recycled fibers. Price is not a huge factor for Eileen Fisher, Inc. because
of the target market and the small amount of competition. Eileen Fisher, Inc. stores can be found in the
United States, Canada, and the United Kingdom.
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EILEEN
FISHER
Demographics of France
This analysis focuses solely on Metropolitan France and disregards France’s overseas territories. That is, it
includes mainland France and the Island of Corsica, but excludes Reunion, Martinique, French Guyana,
Mayotte, and Guadalupe.
Total and Growth Rate
According to the National Institute of Statistics and Economic Studies, the total population of France is
currently 63,928,608. France is thus estimated to be the 21st most populous country in the world. Still,
France is growing at a considerable rate of .47% per year, as the birth rate (12.6 births/1000 population)
exceeds the death rate (8.96 deaths/1000 population). By 2050, France is expected to have increased its
population by 9 million, growing faster than many other countries, including Great Britain and Germany.
Specifically in Lille, France, the population is approximately 230,000.
Gender
Males make up 48.48% of the total population and females make up the remaining 51.52%.
Age
Those younger than 20 years old make up 24.41% of the population, 20 to 64 year olds make up 57.41% of
the population, and those older than 65 years old make up 18.17% of the population.
Urbanization
85% of the total population is urbanized, with the major cities including Paris, Marseille, Lyon, Lille, and
Nice-Cannes. 100% of the population has access to both drinking water and sanitation facilities.
Language
100% of the population speaks French, which is the official language of France. While a portion of the
French population can speak English, there are no concrete statistics because English is not an official
language in France.
Benefits of these Demographics
The demographics of France are highly beneficial to Eileen Fisher, Inc.. Due to France’s overall growing
population, in addition to Lille’s position as fourth largest city in the country, Eileen Fisher, Inc. has the
opportunity to increase its customers annually; likewise, Eileen Fisher Inc.’s target market, females aged 25
to 55, make up more than half of the population in France..
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EILEEN
FISHER
Demand Trends
After facing the Recession of 2008, the world’s worst economic crisis since the Great Depression,
consumers are changing their values and becoming more conscientious of their purchases. With the
worldwide go green movement gaining momentum, consumers often opt for organic products because they
are environmentally friendly, healthier than processed products, and ethical. In regards to Europe, France is
second in the rankings for a strong-selling organic market with considerable growth rates. In addition to
moral expression, French consumers will buy organic products as a marker for social status, as those who
are well educated and wealthy are more likely to wear organic clothing. Likewise, since organic clothing is
better for sensitive-skin and allergies, mothers are more likely to buy these products for their babies. While
the French have a moderate interest in organic clothing, research shows no apparent correlation between
consumers and age or gender because organic products are such a new trend. However, while the French
believe that organic clothing shows self-confidence, intelligence, and sincerity, they do not perceive it to
show sex appeal or sophistication. Thus, to increase demand, it is imperative that we inform the consumers
that the company’s products are organic yet glamorous.
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EILEEN
FISHER
Competitor Analysis
Eileen Fisher, Inc.'s main competitors in France include Comptoir des Cotonniers, Donna Karan
International, Au Printemps, and Galeries Lafayette.
Comptoir des Cotonniers
Comptoir des Cotonniers is a women’s fashion
brand that was founded in 1995 in Paris,
France. Comptoir des Cotonniers is a uniquely
inspired brand that is known for its quality
fabrics and sharp silhouettes for the modern
day French woman. The brand is known for its
attention to detail and fashion forward luxury
pieces at an affordable price. The brand's
target market includes mothers and their
daughters, specifically ages 20-55. The brand
currently has a total of 375 stores: 226 stores
in France, 96 stores elsewhere in Europe, 45
stores in Japan and other parts of Asia, and 8
stores in the United States. There are currently 4 stores in Lille, France.
Donna Karan International
Donna Karan International is a men’s and
women’s fashion brand founded in 1984 in New
York City. The brand is known for its classic and
comfortable clothing that bridges the gap between
stylishly casual and conventional. Donna Karan
International sells to upscale department and
specialty stores and through its own retail stores.
Donna Karan International’s original target market
included middle-aged men and women. In 2010,
the brand expanded its customer base by targeting
a younger demographic. Donna Karan
International is currently present in 13 different
cities in France.
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EILEEN
FISHER
Competitor Analysis
Au Printemps
Au Printemps is an upscale French department
store founded in 1865 in Paris, France. The
store is known for its wide selection of
designers, ranging from Calvin Klein, Celine,
DKNY, Comptoir des Cotonniers, Escada,
Mango, and Prada. The stores include both
men’s and women’s fashion, accessories,
beauty care, and home decorations. Since there
are so many different divisions, there is no
specific target market for the company. There
are currently 16 Printemps department stores
open, including 2 in Italy and 14 in France.
Galeries Lafayette
Similar to Au Printemps, Galeries Lafayette is an
upmarket French department store founded in
1893 in Paris, France. Galeries Lafayette is
known for being a trendsetter in the French
fashion world. The stores target a very large and
diverse audience, including both males and
females, spanning from children to adults. The
stores feature iconic luxury brands as well as
young and upcoming designers. Some of the most
popular labels sold at Galeries Lafayette include
DKNY, Comptoir des Cotonniers, Caroll, Sandro,
Ralph Lauren, Kenzo, and Lacoste. There are
currently over 60 stores in France and throughout
Europe, including one store in Lille.
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EILEEN
FISHER
Strengths
 The brand has a strong
customer base in the countries
in which it is currently located
 Unique set of values that sets
the brand apart from its
competitors
 Offers a wide array of products
 Works to develop relationships
with customers (Grants, How
You Can Live Eco-Friendly)
Weaknesses
 Target market consists of
females only
 Has never been introduced to
the French demographic
 Pricing ranges on the more
expensive side
Opportunities
 Brand focus on sustainability
fits with Lille’s growing efforts
to be more eco-friendly
 Ability to collaborate with large
department stores in France
including Galeries Lafayette
and Au Printemps
 Easy to expand the brand to
other cities in France and
Europe (eventually)
Threats
 Since it is the first Eileen
Fisher store in France, it is
impossible to predict its
success rate
 Competing with larger and
more established stores in
the area
 Customers may be hesitant
to try the new brand
SWOT Analysis
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EILEEN
FISHER
Target Market
The primary target market for Eileen Fisher, Inc. includes middle-aged women, specifically ages 35-55. The
Eileen Fisher brand has recently undergone some changes, including repositioning itself to target a younger
demographic by highlighting skinny tank tops, leggings, and trimmed-down cardigans. The secondary
target market for the brand includes younger women, ages 25-35.
Meet Joy, a 27 year old journalist for The New
York Times. She shops at Eileen Fisher, Inc. for
its functional apparel, an essential to Joy’s fast-
paced career.
“I can get a call at any time to cover a story, so
it’s really important that I can feel comfortable
but still look professional.”
-Joy
Meet Kim, a 37 year old stay-at-home mom.
Kim shops at Eileen Fisher, Inc. to be able to
comfortably chase her children as well as keep
up with the trendiest looks.
“You shouldn’t be afraid to try anything, it’s only
clothing.”
-Kim
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EILEEN
FISHER
Consumer Behavior
According to the Alpha International Trade, consumerism in France shows a trend towards impulsive
decisions; the French buy more often for leisure than for necessity. Price is one of the most important
aspects for French consumers, as they have lowered their budgets since the recession. Because of these
decreased budgets, the French are turning away from name brand apparel and are instead investing in
retailers and economy brands. Likewise, quality is becoming an essential facet of the shopping experience
as consumers are becoming more concerned with after-sales services. In addition to low prices and high
quality, an increasing number of French consumers are shopping online; they have a wider variety of
products than stores, and there are flash deals, in which prices are drastically lowered for a short amount of
time. As online shopping becomes easier and more secure, French consumers are increasingly turning
towards the internet for clothing purchases. Since Eileen Fisher already has a website, Go Global will
translate it into French to make the site accessible to the French consumers.
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EILEEN
FISHER
Curriculum
Intensive French Language and Culture
This intensive curriculum is designed for Eileen Fisher, Inc. employees to learn French within 3-4 months,
depending on the progress. By the end of these sessions, the employees will have working proficiency
within the French language as well as extensive knowledge of the French culture. The learning outcomes
will include:
Listening
 Understand interactions with native and non-native speakers, and understand other types of verbal
production (media, etc.)
 Understand direct commands, requests, and questions
 Understand popular phrases and colloquial expressions
Speaking
 Talk about immediate environment, plans, and experiences
 Use supporting details when conversing
 Resolve moderate complications
 Respond to questions with opinions and beliefs
Reading
 Read short passages (newspapers, letters, text messages, etc.) and understand their meanings
Writing
 Communicate with emails, notes, and online discussions
 Describe and relate emotions and express opinions with concrete language
Cultural Awareness
 Distinguish and express both verbal and nonverbal communication with politeness, formality, and/or
informality
 Recognize patterns, meaning, and cultural implications of intonation
 Solve daily unexpected situations and meet basic needs
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Functional Grammar Vocabulary Culture
Week
1
-Introduce yourself -Articles
-Interrogation
-Pronouns
-Negation
-Physical Description
-Personality
-Habits & Routines
-Activities in
France
Week
2
-Describe places -Present Tense
-Regular &
Irregular Verbs
-Capacity &
Obligation
-In Town (shopping,
asking for information,
etc.)
-French City
-Tourism
-Shopping Areas
Week
3
-Jobs & Occupations
-Forming Opinions
-Relative Pronouns
-Comparatives &
Superlatives
-Studies
-Jobs
-Employment &
Unemployment
-Debates
-Sunday Life
-Observe &
Analyze Attitudes
Week
4
-Express Agreement &
Disagreement
-Future Tense
-Imperative
-Foreign Languages
-National Identity
-Patriotism
-Symbols
-Social Problems
Week
5
-Suggest Solutions
-Address different
problems
-Talk about past events
-Past Tense -School & Violence -French School
System
-Parent-Teacher
Relationship
-Absenteeism
-Parental
Implication
Week
6
-Express Interest -Quantities &
Reported Speech
-Food
-Ingredients
-TV Reality Programs
-Importance of
French Gastronomy
Week
7
-Form Opinions -Form
Hypothesis Structures
-Hypothesis
-Review of Future
Tenses
-New technologies
-Computers
-Teenagers &
Facebook
EILEEN
FISHER
Curriculum
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Functional Grammar Vocabulary Culture
Week
8
-Tell a Story -Time Expressions
-Cause & Consequence
-Subjunctive
-Environment &
Ecology
-Protection of Nature
-Different French
Organizations
Week
9
-How to Take Part in
a Conversation
-Relate Stories in the
Past
-Use of Preterite, Imperfect,
& Past Perfect
-Gender: Men-
Women & Equality
Rights
-Social Questions
in France
Week
10
-How to Give Advice
-Express an Opinion
about
Action/Behavior
-Relative Structures with
Prepositions to Describe
Indicative & Subjunctive in
Relative Clauses
-Fashion
-Sports
-Fashion & Sports
for Boys & Girls
Week
11
-Express Imaginary
Situations
-Conditional
-Conditional Clauses
-Reading
-Gardening
-Activities &
Entertainment
-Free Time &
Vacation in
France
Week
12
-Review
-Expressing Needs &
Demands
-Structures to Express
Feelings
-Music
-Theatre
-Cinema
-Cultural Topics
in France
-Cultural Life
EILEEN
FISHER
Curriculum
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EILEEN
FISHER
Curriculum
Daily Schedule
The employees will intensively train with our French Specialist, Charlotte Beaumont, Monday through
Friday. The daily schedule will appear as such:
Session I
8:00am-9:30am: Intensive Grammar Drills
9:30am-11:00am: Application of Reading and Writing
Break
11:00am-12:00pm: Lunch
Session II
12:00pm-2:00pm: Intensive Conversation
2:00pm-3:00pm: French Culture
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EILEEN
FISHER
Marketing Strategy
Market Segmentation
In our marketing campaigns, we will attempt to directly target women between the ages of 35 and 55
(primary target market) and 25-35 (secondary target market) currently residing in the surrounding area of
Lille, France. The purpose of these campaigns will be to publicize the grand opening of an Eileen Fisher
store in Lille, France, to increase awareness and gain customers. To segment this target market, we will
launch a variety of marketing campaigns that will reach this demographic. We will create an official French
Eileen Fisher account on Twitter and Instagram and use hashtags such as #mode and #eco to appeal to the
target market’s interests. We will also pay trendy French fashion bloggers to feature Eileen Fisher clothing
in their posts. Another way we will attract our target market is to publish articles about the grand opening of
the store in popular French fashion magazines, including Femme Actuelle, Marie Claire, and Vogue.
Raising Awareness Through Magazines
To reach our primary target market, Eileen Fisher, Inc. will have articles published in French fashion
magazines regarding the grand opening in Lille, France. These articles will be featured in Femme Actuelle,
Marie Claire, and Vogue the top three leading fashion magazines in France. These articles will be featured
in the “Fashion News” sections of these magazines, and will aim to inform the public about what makes
Eileen Fisher clothing unique and persuade people to shop at the new store. For example, these articles will
mention how the clothes are made from organic materials in order to support sustainability. By including
information about Eileen Fisher Inc.’s corporate social responsibility, the company will be able to build and
maintain strong customer relations in the new market.
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EILEEN
FISHER
Marketing Strategy
Partnering With A French Fashion Blogger
Another way to reach the younger demographic is to pay trendy French bloggers to feature Eileen Fisher
clothing in their blogs. The Working Girl, for example, is one type of blog that is popular among the French
and specializes in the same style of clothing as Eileen Fisher, Inc. This blog features simple yet
sophisticated clothing, mainly for the workplace. This blog also features a section where visitors can shop
for and purchase certain clothing articles conveniently from the blog site. Underneath each picture with
Eileen Fisher clothing, the blogger can write a brief statement promoting the brand.
Engaging Customers Through Social Media
To reach the secondary target market, we will launch campaigns through Instagram, Twitter, and fashion
blogs. Since this is a younger demographic, social media sites will appeal to this market’s interests. On
Twitter and Instagram, we will create a French presence, @EileenFisherFR, and post pictures of featured
clothing items using the hashtags #mode and #eco. This will emphasize fashion and sustainable aspects of
the clothing for the young French demographic. To gain more publicity, there will be a contest held through
these social media tools. Anyone who posts a picture of themselves striking a pose in front of the new store
location and uses the hashtag #EileenFisherFR will be entered to win a 50 euro gift card to the new store.
The post that receives the most likes by a set time will be the winning picture. This will generate buzz and
raise awareness of the new store opening by encouraging everyone to promote the company.
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EILEEN
FISHER
Return on Investment
Return on investment success will be determined by multiple factors. The largest factor will be how much
revenue the new store will make in Lille, France. This number will be compared to those of other Eileen
Fisher store openings around the same time of year along with other stores opening in the same area.
Another way to determine the success will be to research and set both short-term and long-term goals,
which we will check frequently and adjust as necessary. Using analytic software, similar to Google
Analytics, we can track the return on our marketing strategies by watching traffic sources. Doing this, we
will be able to figure out which of our marketing techniques are most effective and expand upon them.
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EILEEN
FISHER
Budget Plan
Expenses for Eileen Fisher Inc. are very minimal in this project. Most of the expenses are costs acquired by
consulting with Go Global, the other costs, are costs that are needed in order to expand and market Eileen
Fisher, Inc. These expenses include having a space in Lille, France for the new store, paying for market
strategies, Go Global’s employees, research and development, training tools and travel expenses.
Eileen Fisher Inc. will be expanding to specifically Rue Esquermoise, 59800 Vieux-Lille, France. Go
Global chose for Eileen Fisher, Inc. to expand to Old Lille, because Rue Esquermoise is the ideal place to
find luxury goods, fashion and design. In order to market the new location, Eileen Fisher, Inc. will need to
follow the Market Communication Strategy. These marketing plans have small costs that will need to be
taken into consideration.
Consulting with Go Global is a great way to expand Eileen Fisher, Inc. globally. That being said, there are
costs associated with the expansion. Eileen Fisher, Inc. will be held accountable for paying for all
employee costs that helped Eileen Fisher, Inc. expand, along with the cost of the Go Global research and
development efforts, training tools and services and travel costs.
Below is a chart showing the percent of the overall cost associated with each segment.
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