How is the Eileen Fisher brand story embodied in its:
Products: The clothes are stylish, yet simple and built for comfort. The pieces in the collection were designed to work together, so customers could creatively vary their look from day to day. They were designed to make getting dressed easy, and to be versatile enough to be worn to work and out for the evening. Fisher was adamant about designing clothes for real women and developed forgiving silhouettes that flattered women regardless of their body type. The fluid clothes were designed to take the personality of the wearer.
Stores: The store is to enable a certain feel for shoppers. The brand was embodied in the store in the way the clothes were merchandised in the store. The clothes were displayed in a more radical way. Instead of the clothes being shown with flat shoes, they were being shown with more eye appealing items such as high heels and boots. By doing this they complete their goal of attracting that younger, heel and boot wearer, demographic.
Employees: Eileen Fisher wanted to show a deep commitment to its employees. To do this they gave a great effort in outside the workplace programs such as health club memberships, cooking classes, as well as dance lessons. They even offered on-site yoga and massages. They did this because they believed that nourishing, the mind, body, and spirit was important. They also did not necessarily hire just sales oriented people, they hired people who loved the brand. These actions created a better employee to customer relationship.
Marketing and Advertising: Eileen Fisher became more fashion minded in its marketing and advertising efforts. They want to focus on the clothes, themselves. By doing this people aren’t always wondering who the brand is for and who wears it; they are focusing on the fashion statement that the clothes produced. This was displayed in the