Apr 11, 2012. EILEEN FISHER: Repositioning the Brand. PDF Hardcopy Black & White. 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. In addition to intelligent pocket size and positioning, Bihn pushes an idea to help me maintain state: sub-bags. Amongst our contributors at Carryology (most of whom are bag designers by trade), Goruck is probably the most universally respected bag brand for the sort of feature balance you describe. Corporate social responsibility, Empathy, Entrepreneurship, Environment, Fair trade, Ethical initiatives / brands. (1959) 'Generative empathy in the treatment situation', Psychoanalytic Quarterly, v 28, 342-373. Sklar, A., Velazquez, V. And Adams, B. (2004) 'Context and. Empathy as Tools.
Access to case studies expires six months after purchase date. Publication Date: April 11, 2012 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.
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