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Moreover, the Eileen Fisher apparels are quite versatile in their designs to enable the clothes to perfectly fit the personality of the wearer. The Eileen Fisher Company designs female apparel in forgiving silhouettes that flatter all women, regardless of body type (Keinan et al. Her feminist ideals made the Eileen Fisher Company shun high heel shoes and opt for flat shoes for their models.
#EILEEN FISHER REPOSITIONING THE BRAND FREE#
Eileen Fisher also put into practice her feminist ideals in the design of her company’s clothes as she wanted the arena of women fashion to be free from the dictates of the male fashion industry. She sought to design clothes that were stylish, yet simple and comfortable so as to bring out and bolster the confidence of women through the clothes they wore. Eileen Fisher, the company’s proprietor, started the company in order to design and produce female apparel that would bring the quintessential woman out of the ordinary working woman. The designs of the company’s products, which are largely female clothing, are based on the company’s ideals of inspiring confidence and freedom among the working women. According to Keinan et al (4), the Eileen Fisher Company brand embodied and was shaped by the company’s core values of inspiring creativity, instilling confidence, and cultivating connection. The staff, products, marketing strategies, corporate management, and governance all embody the Eileen Fisher brand story, core values, and philosophies.
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The Eileen Fisher brand story is embodied in all the compartments and departments of the Eileen Fisher Company. Eileen Fisher adopted both the Thread and Stitch Project aimed at repositioning the company’s brand to target a wider market base, more so that of younger women. This poses a threat to the sustainability prospects of the company. During the Eileen Fisher Company’s 25 th anniversary celebration, the company executives realized that with each passing year, the median age of the company’s prime target market also increased. Eileen Fisher’s female designs have been predominantly known to be a fashion line for independent, mature, and well-established women and have thus been ostracized by women of the younger generation. Eileen Fisher is a staunch feminist who imparts her ideological leanings on her fashion designs and is quite conservative in matters regarding female fashion. Eileen Fisher Company is a private business that focuses on female fashion and is based on the fashion trends and designs of owner Eileen Fisher.