Eileen Fisher – Should Eileen Fisher reposition its brand to target the emerging and/or nascent segments? What are the pros and cons of repositioning the brand to appeal to each target?
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) How should Eileen Fisher reposition its brand? Specifically, address the pros and cons of each of the following brand actions:
a. Changing its existing brand to appeal to emerging women? To nascent women?
b. Launching a sub-brand to appeal to emerging women? To nascent women? Should any sub-brand include the Eileen Fisher name? Why or why not?
c. Retrenching and continuing to exclusively target the established women?
4) Has Eileen Fisher stayed true to its brand or has it strayed too far? What do you think will happen to the brand in the future?
