Their brand image evoked strength and stature. The brand’s cultural values embodied: inspiring creativity, instilling confidence, and cultivating connection. Cultivating connection with customers and employees was what propelled this brand to the next level. Creating something that their current customer base is unfamiliar with threatens the established connection they worked so hard to achieve. Their current customer base is part of the, “Established women” (50’s and 60’s) segment. The other segments include “Emerging women” (30’s and 40’s) and “Nascent women” (teens and 20’s). I believe what they should have done is kept the EILEEN FISHER tag as part of their established women line and added some modern touches to their existing designs. The company was financially healthy and had nothing to worry about in the short term, the only negative effect was that of a macroeconomic level, which the brand cannot
Their brand image evoked strength and stature. The brand’s cultural values embodied: inspiring creativity, instilling confidence, and cultivating connection. Cultivating connection with customers and employees was what propelled this brand to the next level. Creating something that their current customer base is unfamiliar with threatens the established connection they worked so hard to achieve. Their current customer base is part of the, “Established women” (50’s and 60’s) segment. The other segments include “Emerging women” (30’s and 40’s) and “Nascent women” (teens and 20’s). I believe what they should have done is kept the EILEEN FISHER tag as part of their established women line and added some modern touches to their existing designs. The company was financially healthy and had nothing to worry about in the short term, the only negative effect was that of a macroeconomic level, which the brand cannot