This presentation contains the following for Eileen Fisher, Retail Fashion Brand: Problem Statement Decisions to be Made Company Introduction POP and POD Competitive Advantage Brand Elements Re-positioning Strategy Keller Model

1. Group – 2:
Manish Barapatre
Neeharika Satyavada
Prajakta Talathi
Vikas Jamwal

2. • Increasing median age of current customer base
• Negative Stereotyping
• Designs, sales force, store visuals and merchandise are
perceived to be for Baby Boomers
• Failed attempt of Eileen Fisher to sub-brand and cater to
younger customer base

3. • Reposition Brand – to develop new Brand Extensions
(sub-brand or co-brand) to attract young customers
• To decide Target Segment
• Emerging
• Established
• Nascent
• Brand repositioning strategy and plan
• Implications of Repositioning
• Attract younger price sensitive customers and reduce profitability
• Alienate existing loyal and profitable customers (Median age: 59)

4. • Foundation of Brand aesthetics and served as creative anchors,
grounding employees in the shared language and heritage of the
brand
• Environment Sustainability – bypasses disposability cycle; green
production process
• Social conscious – Supply chain decisions – focus on best business
practices
• Complying to human rights standards, minimizing environmental
impacts
• Company – committed to support growth and well-being of its
employees; ESOP (31% shares)
• Encourage Entrepreneur Women – Business Grant Program – 5
grants of $10,000 to women with business values based on – social
consciousness, sustainability and innovation

5. • High Quality artisanal fabric – enhance sensuality and
comfort
• Material artistry integral to beauty and quality of designs
• Built on centuries of tradition
• Premium yarns and fabrics – softness, resilience and
nuance – spun of intriguing textures
• Key – continuity of style
• Collections – choice and inspiration yet practical
• Brand Heritage – Fad-proof but trend relevant, timeless
clothing – indefinite shelf life

6. • Demography:
• 45 – 64 years
• Affluent
• Personality:
• Youthful, active outlook and lifestyle
• Choice:
• Stylish yet simple and comfortable clothing
• Vibrant, colorful, energetic and connected
• Shopping Habits:
• Department stores
• Personalized shopping assistance
• Customers cared for buying from a company for values

7. • POP
• Stylish, bridge line clothing
• POD
• Quality fabric made from environmental friendly sources
• Fluid and comfortable design
• Premium yarns and fabrics – softness, resilience and nuance –
spun of intriguing textures

8. • Relationship with the customers
• Stayed true to vision and not confused customers

9. • Brand Name – Eileen Fisher
• Logo –
• Character – Deeply committed to employees; strong and sophisticated;
well connected with customers
• Tagline – Beautifully simple clothing designed to move with real life
• Store Layout – Traditional and elegant

10. • Brand Culture
• Inspiring creativity
• Instilling confidence
• Cultivating connection
• Brand Design Values
• Simple
• Sensual
• Beautiful
• Timeless
• Functional

11. • Brand regarded as what their mothers wear
• Image – designed for graying bobos
• Paradoxical nature of the brand

12. • Body conscious fits – Core shapes
• Metallic fabrics and establishments
• New art direction
• High heels and make-up
• Catalogue copy – shift in attitude – fashion friendly
• Way clothes were merchandised in the stores
• Synergy between ads and in-store visuals
• Fashion titles – content – vogue
• Redesigned website
• Customer facing staff to change the way they related to the
customers
• Ignored Social Media negative comments and responses

13. • Target Segment
• Emerging Women – closer to existing customers
• 34 – 44 years
• Brand Strategy
• Sub-Branding to avoid cannibalization
• Name – Eileen Fisher Nouveau (Nouveau – Newly arrived)
• Tagline – Newly Arrived
• Channel – Use e-Commerce (which is not being currently
exploited by existing customer base)
• Advertising Strategy –
• New youthful campaigns
• Social Media
• Continue with real, confident, trendy models

14. Clothes and accessories for Emerging woman
Sophisticated design
Fashionable
Affordable to Emerging
woman
Available in departmental
stores and web
Modern
For woman with ambition
fighting with odds
High Quality
And credibility
Confidence
Resonates
with
fashion
conscious
and busy
women