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This is a Spanish version. 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.
Access to case studies expires six months after purchase date.Publication Date: April 11, 2012Well-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.
Snapper serial number year smith. 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. When you place your first order on HBR.org and enter your credit card information and shipping address, 'Speed-Pay' ordering is enabled. 'Speed-Pay' is a service that saves the credit card details from your most recent purchase and allows you to re-use that card for future purchases. If you click the Speed-Pay button on any product detail page, your order will be charged to the most recent credit card information attached to your account and shipped (if applicable) to the last address we have on file for you.
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