Q1. Should Eileen Fisher reposition the Brand yet again? If yes how? Which is the
right segment they should target to try to position?
Ans. Yes, Eileen Fisher should Reposition again.
For Reposition Eileen Fisher must come up with
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Brand strategy by keeping in mind the that Eileen Fisher had evolved into five design
values:
Simple
Beautiful
Sensual
Timeless
Functional
It should focus on social media marketing. This is likely because different consumer
segments may have varying shopping approaches and concerns. Social media can be
a valuable tool for reaching and engaging with these segments.
Company Focus on Valuable Customers which is a common strategy for many
businesses. Valuable customers often generate the most revenue and profit, which is
why they receive significant attention.
E-Commerce selling is a good option for Eileen Fisher vision because E-Commerce
sales increases with time.
Sub-Branding - It's easy to see that the sub brand is associated with the parent brand,
as both often use the same logo, tone of voice, packaging, and even components of
the same name. It helps a lot in reposition of Eileen Fisher.
Segment Target:
-Emerging Women
-Old or Established customers
-Nascent