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Eileen Fisher Brand Repositioning Case Study by romaii is a document available to read on EtoBox.

The main issue is that Eileen Fisher has traditionally catered to older women but its customer base is aging and it needs to attract younger customers. While the company has made efforts to reposition itself, this has been difficult. The average age of Eileen Fisher customers is now 59. The brand is seen as only for older and larger body types and it lacks an online presence. Repositioning for emerging or younger women could have pros like expanding the customer base but also risks alienating existing custo

Author

romaii

Language

EN