Eileen Fisher Identity

Eileen Fisher is a brand of women´s clothing founded in 1984 by Eileen Fisher herself. As a working woman, Fisher couldn’t find clothing that was both stylish and comfortable and that expressed her personal style, so she decided to create start her own clothing line with women like her as the main target.

BRAND IDENTITY

Physique

Eileen is a 45-year-old woman, she’s taller than the average woman and a little heavier (but not fat). She has a simple haircut that allows her to be versatile.

Personality

She cares about her personal image but it’s not her main priority, she’s comfortable without wearing any make up. She controls the image she projects to others and uses it to her advantage. She’s not afraid to speak her mind. She’s a feminist.

She believes that the simple and stylish way she dresses is a statement of her independence.

Relationship

She has great relationship with women like her and they support each other, they create a close group that has an air of exclusivity.

If the Eileen Fisher brand took form of a well-known person, it would probably be a younger Meryl Streep (she and Eileen Fisher are almost the same age). Meryl Streep is a successful woman that doesn’t follow the traditional celebrity fashion rules, she wears comfortable clothes that go with her personal style. She doesn’t follow the beauty standards created by the mass media standards but she’s very comfortable with her image and style. She’s outspoken and socially responsible, she usually fights for women’s causes.

BRAND ASSOCIATIONS

Eileen Fisher’s clothes were stylish, simple and comfortable. The brand believes that simple garments allow for more flexibility when creating a wardrobe or a specific look. The continuity of the style is important; customers can mix clothing from different collections and still feel like they were just purchased together. Each collection is not a fad, and has a much longer useful life, something that customers