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商品編號： 9-512-085 出版日期： 2012/04/11 作者姓名： Keinan, Anat;Avery, Jill;Wilson, Fiona;Norton, Michael I. 商品類別： Marketing 商品規格： 21p 再版日期： 2012/05/25 地域： New York 產業： Apparel industry;Retail and consumer goods 個案年度： 2010 -
商品敘述：
Well-established fashion brand Eileen Fisher has traditionally appealed to older women. 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. This case explores the challenges of appealing to new target markets, without alienating existing customers. The case follows Eileen Fisher''s initial forays into social media as they chase a younger demographic, and demonstrates the opportunities and pitfalls that await big brands when they enter the world of Web 2.0.
涵蓋領域：
Angel financing;Brand positioning;Branding;Cause marketing;Community development;Cross-functional management;Economics;Financial statements;Leadership qualities;Market segmentation;Marketing;Media relations;Social media;Strategic positioning;Strategy execution;Target markets
相關資料：
, (9-513-095), 15p, by Anat Keinan, Jill Avery
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