The case follows Eileen Fisher initial forays into social media, as they chase a younger demographic and shows the opportunities and pitfalls that great brands expect when they enter the world of Web 2.0.«HidefromAnat Keinan,Jill Avery,Fiona Wilson,Michael I. This case examines the challenges of relying on new target markets without alienating existing customers. But has become more difficult than expected repositioning of the brand. Read more »Well established fashion brand Eileen Fisher has traditionally appealed to older women.īut to drive growth, Eileen Fisher management team wants to target a younger demographic and has revised its fall product line to offer more fashionable styles to appeal to younger women.
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