The Eileen Fisher brand stands out as simple, stylish clothing meant for real working women. In order to market to a younger and cooler audience, Eileen Fisher should use a hybrid between current distribution channels and those attractive to the emerging women market.

The new brand must achieve a perception and understanding of its high quality inputs, and the parent company’s core values make those high quality inputs possible. Eileen Fisher must differentiate Emerge and command a premium for its products by filling online offering gaps. To ensure competitive advantage, Eileen Fisher must conduct research on the online offerings of Emerge’s potential competitors. While an online format reduces sales consultancy, it adds value by creating accessibility and convenience.

The company needs to include online shopping. Younger customers do not demand the same service level. The company must consider and take on new channels when attacking a new market. Since emerging women lead busy lives and prefer minimal service, Emerge can offer them added value by incorporating online shopping into its distribution channels. Earning premium brand status requires that the customers perceive significant value above pure functionality. The new brand’s promotional media will project a brand identity that emerging women can identify with and see themselves as.Įmerge must work towards perceptions of brand quality by consistently delivering strong products. Emerge’s target customers balance family and work, carefully allocate resources for clothing purchases, but yet maintain higher fashion. These advertisements will show women wearing Emerge pieces while heading into an office setting or with young children. The company will advertise via Facebook and Instagram pages as well as higher-end fashion magazines. Emerging women must associate the new brand with fashionable women who are on the go and on the rise in their careers. Eileen Fisher must support its efforts to increase brand awareness and accessibility by building the brand association and image for Emerge. Such active engagement drives loyalty more than the push marketing in newspaper and TV ads. Emerging women engage with companies via social media. Eileen Fisher can initially cultivate brand awareness for Emerge by investing in promotion and developing social media presence.

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