|

While reading through Eileen Fisher, Repositioning the Brand, it became apparent early on that the company’s main issue was relevancy—an issue that many companies face in today’s market. Keeping the company current in order to attract new customers while not abandoning already loyal customers in the process is a huge challenge that EILEEN FISHER struggled with. For purposes of differentiating between the company and the person, “EILEEN FISHER” shall refer to the company for the duration of this analysis summary.
As a company that Fisher started from scratch, she seemed to gear the company toward making clothes that she herself liked to wear, which is a perfectly fine business model, but only to a certain extent. As she aged, so did …show more content…

The only issue with this consumer group is that they are less profitable; the established woman would be more likely to purchase ten items of clothing, while the emerging woman might only buy one or two. Emerging women would also be less likely to wear the Eileen Fisher brand exclusively. Trading the established woman for the emerging woman would ultimately result in a loss for the company.
Furthermore, if the company focused its attention on either the emerging or nascent woman, they would have to adjusting their prices, as these women are those who are just entering the workforce and don’t have the level of disposable income that the established woman has. While lowering their prices might help reach the younger audience, it also runs of the risk of the company’s products losing their high status placement in department stores, relegating them to less expensive sections, decreasing the company’s high-end reputation. A possible solution to this market focus issue was to develop a separate sub-brand for the nascent woman, allowing the company to cater to all age groups.
Rebranding a company is a difficult task to execute effectively. As in the case of EILEEN FISHER, rebranding runs the risk of losing already loyal customers who might not appreciate the new direction the company is taking. This then becomes a simple issue of gains vs. losses—will the new clientele’s business make up for the loss from the