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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.
Eileen Fisher Repositioning The Brand Pdf Merger
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.