Eileen Fisher to target the younger audience

Eileen Fisher has always been loved by women, by this, we mean real women who are of age that has all the sophistication and elegance oozing naturally. But in the news today, it seems that Eileen Fisher is also opening their doors to younger women.

Now, I too can buy from this store with my mom!



It’s probably because of the Broadway show, Love, loss and what I wore, that was written by Nora and Delia Ephron where a character muses “When you start wearing EileenFisher, you might as well say, ‘I give up.’ ”

It may have hit a nerve for the Eileen Fisher design team and the truth is, that’s the problem for the brand, the women are starting to notice something.

Eileen Fisher is a 25 year old veteran of the retail trade and has never staged a fashion show or dressed an Oscar nominee.

However, her designs of generous cut, washable designs have a passionate following among moderate affluent middle-aged women, who too took $200 organic cotton sweaters or even $400 alpaca coats in her stores, havens for the trend-averse.



The brand has a lot of following and most of them were loyalists since college, loving her kimono shaped and floppy trousers. These were the women who fueled the company’s growth but for the fashion-conscious, EileenFisher clothes had as much style and shape as a burqa. For these people, the line was specifically designed for aging spinsters who does pottery and has a lifetime subscriptions to The New Yorker.



In order to counter such perception of her clothing, Ms. Fisher is making a bold move to do her brand a face-lift. She is accepting fashion and not scorning it, in the hopes of attracting more customers, especially the younger women who are hip and has no fear of wearing leggings, wedge shoes and a cloth with defined waistlines.



You can actually notice the younger models that they have taken, skinner and with great faces that seemed to be fished out from the runway and the pretty older ladies with silver hair who seem to be staring serenely into the cosmos have been take out.



Eileen Fisher is actually doing great despite catering to silver headed ladies of sophistication and the company is healthy enough to chase growth as other brands are actually cutting and slashing their budgets, advertisements and overheads. But a make-over can be great and could help the image of the brand to earn and be recognized better.