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This case explores the challenges of appealing to new target markets, without alienating existing customers. But, repositioning the brand has proven to be harder than expected. 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. Ībstract Well-established fashion brand Eileen Fisher has traditionally appealed to older women. We will run it through our quality assessment.
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