The products of EF were in line with their brand image of providing high quality customized products and inspiring

the customers to enjoy the simple yet creatively

aesthetic fabric designs. They also had special “passion pieces” items for each season which were a result of Eileen’s passion towards the spirit of their collection.

EF was strongly connected to the employees with focus on healthy business practise and making the entire workforce fee like a family. The stores had
silhouettes that were designed to take on the personality and body type of the wearer. Even the purchase process is made personalised and easy by the
employees who have a constant channel of communication with the customers and make them feel at ease.

The marketing strategy revolved around targeting the customer segment of an affluent and middle aged Baby Boomer woman and their entire clothing line
was designed to make these women feel aspirational and empowered in their lives.

EF advertised through various mediums and channels with the ads having an average women flaunting the styles rather than having a model do the same. Hence
all their communication featured real women putting forth the idea that EF brand stood for personal styling and feminist philosophy.
• The brand story for EF has been quite strong, compelling and has embodied high levels of
commitment in its entire course.

• Since the customer base and the brand have been inclined towards a specific segment of the
apparel market, therefore, the brand story has also been aligned accordingly.

• The core or the established customers have been associated with the brand and they believe
the brand has excelled in keeping the customer engaged throughout the purchase process,
thus giving the entire brand a more personal touch.

• They also strengthened their image by focusing on committing to social and sustainable
business practises. They were deeply committed to their employees and supported their
growth and well being, thus portraying an image in line with their brand identity.
 The core brand association of Eileen Fisher originates from Eileen herself played an important role in developing the brand equity by
their brand statement that states “Beautifully simple being involved in the entire process of designing the clothing line
clothing designed to move with real life.”

The brand is generally associated with the buyers belonging The company embodied her beliefs and thoughts into their designs, thus
to the women from baby boomer generation, in their 40s helping it associate itself better with their target segment
and above.
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• Higher profits since the customer base
will be increased.
• More market coverage
• The younger generation buy and spend
more on clothes.
• Greater reach as nascent women use
social media
• They switch easily and therefore open to
new brands
• They place high value on physical
appearances and therefore more involved
• They are the current and influencing
generation
• Can put a currently profitable business
model at risk
• Consumers may face brand confusion as
EILEEN FISHER changes its image
• Older Consumers may not accept new
image and positioning
• Current established market will be lost.
• Higher investments needed to meet the
robust demands of new customers.
• New strategies for business will be
required.
• More time will be required to achieve
break-even.
• No guarantee of success.
• Launching a sub-brand can help maintain
the core values of the Eileen Fisher brand
but also attract and resonate with a
broader range of customers who they
hadn’t previously engaged with
• It can address conflicting audiences
• The sub-brand can lean on the Eileen
Fisher name for credibility and existing
customers will be likely to remain loyal to
it
• The sub-brand can give more exposure to
Eileen Fisher as a brand and make it more
sustainable in the long run
• Failure of the sub-brand has the potential
of diluting the parent brand
• The creation of a sub-brand might create a
confusion regarding the identity of the
Eileen Fisher brand
• Building a sub-brand will require additional
expenditure by the parent brand
• Eileen Fisher has had a bad experience in
the past when they launched a sub-brand
and another failure might reflect poorly on
the company