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Business Case Study Assignment #1: Eileen Fisher
Students will read, analyze and submit a write-up for the Harvard Business School case study Eileen Fisher, Repositioning the Brand. The case explores the challenges of appealing to new target markets without alienating existing customers. The case also follows well-established fashion brand Eileen Fisher’s forays into social media as it chases a younger demographic and demonstrates the opportunities and pitfalls that await big brands when they enter the world of Web 2.0.

After reading the case study, please answer in detail the following questions:
1. How is the EILEEN FISHER brand story embodied in its products, stores, employees, and marketing and advertising? How strong is the brand story? What are the core brand associations and meaning narratives associated with the brand?
2. How healthy is the EILEEN FISHER brand at the time of the case? How do you know? Assess EILEEN FISHER’s brand equity, using consumer perceptual metrics, brand performance metrics, and brand financial metrics, to assess the asset value of the brand. Is brand equity increasing, decreasing, or holding steady over time?
3. Should EILEEN FISHER reposition its brand to target the emerging and/or the nascent segments? What are the pros and cons of repositioning the brand to appeal to each target?
4. How should EILEEN FISHER reposition its brand? Specifically, address the pros and cons of the following brand actions:
a. Should EILEEN FISHER change its existing brand to appeal to emerging women? To nascent women? Why or why not?
b. Should EILEEN FISHER launch a sub-brand to appeal to emerging women? To nascent women? Why or why not? Should the sub-brand include the EILEEN FISHER name? Why or why not?
c. Should EILEEN FISHER retrench and continue to exclusively target the established women? Why or why not?
5. Has EILEEN FISHER stayed true to its brand or has it strayed too far? What do you think will happen to the value of the brand in the future?

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How is the EILEEN FISHER brand story embodied in its products, stores, employees, and marketing and advertising? How strong is the brand story? What are the core brand associations and meaning narratives associated with the brand?
Eileen fisher inc was founded in 1984 in Irvington New York. The company grew from initial start with four designed clothing items, to the $270 million in annual revenue. Their target market are mature women, however the company realized that younger women as well prefer greater style selection and the timeless fashion look.
Eileen Fisher is a slow fashion concept luxury brand that produces high quality apparel. The brand is stylish, comfortable ad simple. Product, Place, Purpose, Profitability and Practice drive their mission, while they aim to inspire delight, creativity and simplicity through their great design and connection. Also they are creating inspiring environment suitable for collaboration.
Eileen Fisher, the founder, started with $350 on her bank account and an idea that women want fashionable and simple clothes that eases dressing up. The underlying idea was to mix and match season to season pieces of apparel. She went to a catholic traditional school where she enjoyed burgundy jumpers and white blouses uniforms. She started by falling in love with kimonos due to the job she was working after graduation, where she worked for a Japanese graphic designer and travelled to Japan often. The clothing she first made was sold at her friend’s jewelry booth where she attracted attention with her designs.
The brand is associated with simplicity, sensuality, and functionality while being beautiful and timeless. The brand has a strong personal and identifiable story with a loyal customer base that honors the brands commitment to the vision and values embedded.
Brand’s success is a success story of an ordinary woman with vision, and has generated strong customer loyalty with over 50 retail stores. The company is environmentally and socially responsible with constant appraisal as one of the best companies to work for. Eileen Fisher brand is about inclusion, attracting more people into the company’s philosophy and being an intergenerational fashion company

2. How healthy is the EILEEN FISHER brand at the time of the case? How do you know? Assess EILEEN FISHER’s brand equity, using consumer perceptual metrics, brand performance metrics, to assess the asset value of the brand. Is brand equity increasing, decreasing, or holding steady over time?
Eileen Fisher brand was experiencing problems with attracting new customers, their customers were an aging generation that were loyal to the brand. Their customer segment was the baby boomers, and...
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