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1.

How is the EILEEN FISHER brand story embodied in its products, stores, employees, and
marketing and advertising? How strong is the brand story? What are the core brand associations
and meaning narratives associated with the brand?
2. How healthy is the EILEEN FISHER brand at the time of the case? How do you know? Assess
EILEEN FISHER’s brand equity, using consumer perceptual metrics, brand performance metrics,
and brand financial metrics, to assess the asset value of the brand. Is brand equity increasing,
decreasing, or holding steady over time?
3. Should EILEEN FISHER reposition its brand to target the emerging and/or the nascent segments?
What are the pros and cons of repositioning the brand to appeal to each target?
4. How should EILEEN FISHER reposition its brand? Specifically, address the pros and cons of the
following brand actions:
- Should EILEEN FISHER change its existing brand to appeal to emerging women? To nascent
women? Why or why not?
- Should EILEEN FISHER launch a sub-brand to appeal to emerging women? To nascent women?
Why or why not? Should the sub-brand include the EILEEN FISHER name? Why or why not?
- Should EILEEN FISHER retrench and continue to exclusively target the established women? Why
or why not?
5. Has EILEEN FISHER stayed true to its brand or has it strayed too far? What do you think will
happen to the value of the brand in the future?
1.
The case clearly shows that the EF’s brand story has its roots in all its products, outlets, employees
and other promotional activities such as advertising and marketing. It involves promotion by means
of ordinary women instead of high end models. The reason behind this is encouraging the working
women who are the real face of company.

Brand story:
The company started in early 1980s with the ideology of simple design in mind. It wanted to create a
simple functional brand that would tailor the needs of all kind of women. Even the old women are
taken into consideration. The initial profit of $3,000 has now reached an annual profit of $270 million.
This shows the people like the ideology of the brand. The brand still sticks to its initial core values.
Therefore, one can say that the brand holds a strong and effective brand story.

Core brand associations:


The brand is deeply dedicated to design beautiful yet simple clothing that enhances life and caters to
the needs of ordinary women. The brand has a huge emphasizes on the old women. This
associativity of the brand with common people has made it more popular in the market. Thus, the
brand has been successful to serve the customers with its simple ideology.

2.
The brand has a huge annual profit of $300 million at present. The brand has 56 outlets and sells
items as per the needs of three seasons. It adds up to 85 additional items in its product line every
year. The employees consider it as a best place to work for. This shows that the brand EF is a
healthy and well-known brand in the current scenario. Since the ideology of the brand is quite simple
and touches ordinary people, it enjoys a wide customer base and recognition.
Brand equity as per consumers perceptual metrics:
EF provides simple, sensual, beautiful yet high quality and sustainable products which makes it
famous amongst every class of customers. It resonates with the needs of nearly every woman.

Brand equity as per brand performance metrics:


EF complies with the SA8000 (Social accountability) standards at workplace. It has a focus on
developing long term relations with the customers and its stakeholders. It has managed to expand,
since its starting from 17 to 56 outlets. It relies on the profits it gets due to the loyalty of customers.
Brand equity as per brand’s financial metrics:
The brand was started with $350 startup money and in current situation the brand has managed to
develop a revenue of $300 million in 2015 from $144 million in 2002. This shows that the brand has
been performing quite well in financial terms.

Base on above explanation, one can say that the brand has been improving its equity in all the
dimensions.
3.
Yes, EF should reposition its brand to target the emerging and nascent segment because it has a very
low resonance with these segments.
Pros:

1. This will attract the women from two other segments which will increase the customer base.

2. This will create a sense of loyalty in all the segments of customer as the products will be
available for all.

3. Younger customers will be attracted. Younger customers have robust lifestyle. This will
provide the company a room for innovations.

Cons:

4. Since young customers have dynamic needs, the company will have to work harder to
sustain it policies of simple and quality products.

5. More cost in business will need to be invested.

6. Business strategies will need to be reframed.

4.
Strategy to reposition the brand:
Strategy 1: Changing the existing brand appeal to emerging/nascent women:
Pros:

7. Higher profits since the customer base will be increased.

8. More market coverage

Cons:

9. Current established market will be lost.

10. Higher investments needed to meet the robust demands of new customers.

11. New strategies for business will be required.

12. More time will be required to achieve break-even.

13. No guarantee of success.


Strategy 3: Retrenchment strategy:
Pros:

14. Established customers

15. No need of new investments

16. No extra workload

Cons:

17. Lesser profits

18. Less expansion chances.

Strategy 2: Launching a sub-brand for emerging and nascent women:


Pros:

19. Increased number of customers.

20. More profits

21. More innovation

22. More employment opportunities

Cons:

23. More investments required to expand.

24. Success chances not fixed.

Based on the above explanation one can say that the launching a sub brand is the best strategy.

5). Eileen Fisher, the founder of EILEEN FISHER brand is a strong women and has done so much to
the brand to keep it successful. This brand is famous for selling clothes for older generation women.
Their goal was to grow the company and not change its core values. The core customers of the
company has brought an unmatched success for the past two decades.

In my opinion, Eileen Fisher (brand) has stayed true to the brand without straying much. Although its
main focus is on Females, earlier it only targeted older women. Once the customer base has been
established, it tried to lay its hands-on, on the clothes for the younger generation, that is, for those
who are in their 20's and 30's - for the Nascent women. So, the brand has not deviated too far, and it
is still on the track. But the only thing that is required is the strong marketing and internet presence
for the new target market.

The value of the brand will definitely increase in the future. Only thing that needs to be done in order
to keep brand successful is to appease both Established woman as well as the Nascent woman. The
most important part will be keeping its core customers loyal to the company and at the same time
targeting the new customer markets, and most importantly, ensuring that the company sticks to its
core values in order to increase its brand value.

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