• Recent Brand Repositioning

Description Well-established fashion brand Eileen Fisher has traditionally appealed to older women. 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. But, repositioning the brand has proven to be harder than expected. This case explores the challenges of appealing to new target markets, without alienating existing customers. 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. Learning objective: The case can be used in a marketing management course in a module on branding strategy or in a brand management course. The case allows for a robust discussion of the main topics related to brand management: brand meaning management, brand equity, brand repositioning, target market selection, brand storytelling, and branding in social media.

The specific teaching objectives include: To learn how to analyze a brand's meaning (brand associations, brand personality, brand biography, and brand stories). To expose students to the challenges of repositioning an established brand. To explore the risks of brand change to brand equity and to evaluate the changing asset value of an established brand. To identify branding strategies such as brand architecture, sub-branding, endorser branding, and managing portfolios of brands that allow companies to target multiple and diverse consumer target markets.

To learn how to manage brands over time. Subjects Covered: Adverse selection; Barriers to entry; Brand management; Brand positioning; Branding; Brands; Business angels; Cause marketing; Community development; Cross functional management; Execution; Market segmentation; Marketing; Media relations; Multibranding; Personal characteristics; Retail; Revenue growth; Social enterprise; Social media; Social responsibility; Strategic positioning; Target markets Setting:. Geographic: New York. Industry: Apparel.

Company Revenue: $273 million. Event Year Begin: 2010.

Access to case studies expires six months after purchase date. Publication Date: April 11, 2012 Well-established fashion brand Eileen Fisher has traditionally appealed to older women. 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. But, repositioning the brand has proven to be harder than expected. This case explores the challenges of appealing to new target markets, without alienating existing customers. 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.

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Recent Brand Repositioning

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