Eileen Fisher Assignment: 20 points - Individual Assignment

Please read through the articles, and use the internet to review and reflect on the following subjects:

A. Design philosophy (3 points)

What philosophy does it adhere to? What was the inspiration for its approach? How is this philosophy expressed in the clothing line? How is this philosophy different from other premium fashion brands?

B. Brand meaning (3 points)

What are three keywords to describe the feeling of the Eileen Fisher brand. What would be the personae of this brand? In fashion, what impact does having a living founder/designer have on the brand? Is this brand aligned with the founder or the other way around?

C. Business practices and ethics (3 points)

Identify three keywords to describe the corporate ethos. Does employee ownership (one-third of the privately-held company is owned by the employees) change your perception of the brand? Does adherence to Bluesign standards for textile sourcing and manufacturing matter?[2]How credible are the values of the brand? Are its business practices and ethics evident in the brand expression elements?

D. Target audience (3 points)

Who is todays Eileen Fisher buyer (e.g., income bracket, attitudes, buying habits, life stage, physical stature/size)? What about Green Eileen buyers? In describing factors contributing to brand preference, does age matter?

E. Advertising and marketing strategy (8 points)

What kinds of retail locations would be suitable for an Eileen Fisher store or for a Green Eileen store? What other retailers or public spaces might be nearby? What amenities might be included in the shopping experience? Why doesnt the brand participate in NY or Paris Fashion week events? How would you market this brand? Which media vehicles do you believe would a good fit for a brand campaign for this brand? Please provide specific examples and the reasons why.