Case Study Analysis and Solutions

Case ID: 512085

Abstract:
Case Solution & Analysis for EILEEN FISHER: Repositioning the Brand by Anat Keinan, Jill Avery, Fiona Wilson, Michael I. 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:
Adverse selection, Barriers to entry, Brand management, Brand positioning, Branding, Brands, Business angels, Cause marketing, Community development, Cross functional management, Execution, Market segmentation, Marketing, Media relations, Multibranding, Personal characteristics, Retail, Revenue growth, Social enterprise, Social media,Social responsibility, Strategic positioning, Target markets, EILEEN FISHER Repositioning the Brand Case Solution

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