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.Ĭase Authors : Anat Keinan, Jill Avery, Fiona Wilson, Michael I. This case explores the challenges of appealing to new target markets, without alienating existing customers. But, repositioning the brand has proven to be harder than expected. 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. Well-established fashion brand Eileen Fisher has traditionally appealed to older women. Introduction to Marketing 5C Analysis - Company, Customers, Competitors, Collaborators, & ContextĮMBA Pro Marketing 5C analysis for EILEEN FISHER: Repositioning the Brand case study
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