EILEEN FISHER: Reframing a Brand for an Emerging Audience

Over the past 25 years, the EILEEN FISHER clothing brand has enjoyed increased success, spurred on by a loyal following of women now in their 50s, 60s and 70s. While their record is remarkable, over the past several years it had became clear to EILEEN FISHER’s corporate team that the brand was aging alongside its devotees, and the company felt its success was about to plateau.  The project was an exercise in holistic brand expression played out in two parts: the first part defined the brand in terms of cultural and design principles designed to serve existing customers and to attract and retain new customers, while the second applied those principles in visual form across all channels.

Contact: Katie Clark: kclark@ideo.com

Credit: Sarah Lidgus, Brenda Natoli, Martin Bone, Ellen Sitkin, Claire Goff, Mimi Chun, Michael Chung, Nicholas Zurcher, Michele Serro, Eric Nevin, Angie Kim, Duane Bray, Ken Meier, Gregory Germe, Dan DeRuntz, Rachel Derkits, Ryan Jacoby, Sarah Soffer and Ashley Pinakiewicz of IDEO for EILEEN FISHER