Eileen Fisher Goes After Younger Client. Will Her over-50 Fans Flee?

by Lesley Kennedy (Subscribe to Lesley Kennedy's posts)
Posted Oct 22nd 2009 at 10:00AM

Looks from Eileen Fisher's holiday/resort collection. Photos courtesy of Eileen Fisher

A long-time fave of the over-50 set, fashion designer Eileen Fisher is now angling for a hipper clientele -- but if she manages to hook the cool kids, will she lose her loyal fans?

Fisher is going after a younger, more fashion-forward crowd with its latest collection and ad campaign, as reported by The New York Times.

"She has subtly tweaked its offerings, highlighting skinny tank tops, leggings and jeans and trimmed-down cardigans... Her advertisements now feature models who glower as convincingly as any on the runways," the story reports.

"Gone, for the moment, are the silver-haired models smiling serenely into the distance."

Bad decision, cries Geri Brin, founder of the soon-to-be-launched site faboverfifty.

"Despite the size and affluence of this 'silver-haired' group, many fashion and cosmetic companies continue to chase the younger market," Brin wrote on her blog.

"They don't think it's cool to pursue women over 50. They'd all be wise to put their thinking caps back on and figure out how to capture our attention -- not to mention our discretionary income."

And she's talking to you, Eileen Fisher.

"Send your branding agency back into outer space," Brin advises. "Older women can and do wear hip clothes."

What do you think of Eileen Fisher's new emphasis on younger, cooler clothes? Leave a comment below!

And here's another fashion brand that transformed its image.

Read All Comments

Filed under: Fashion, News, Best of the Season
Tags: eileen fisher, EileenFisher, faboverfifty, fashion ad campaigns, FashionAdCampaigns, geri brin, GeriBrin, over-50

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READER COMMENTS

(6)Add A Comment

blufly, 10-22-2009, 11:20AM

Eileen Fisher pieces have been used on www.365hangers.com where looks are offered at a discount (usually $200-$300 in savings)... the sites average buyer is late twenties or early thirties...

Reply »

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Karen W., 11-11-2009, 3:35PM

I agree with Geri that this is a big mistake! So many designers are focusing on the younger, more contemporary customer while risking their bread and butter customer. Look what happened to St. John when they hired Angeline Jolie and tried to go hipper. A few years ago Talbot's made the same mistake and now they're back to doing what they do best: clothing the more mature clothing customer. Eileen Fisher's clothing line was and is different, it stood out for the more mature customer and now what? It's going to lump itself in with the countless number of contemporary designers? Don't do it, Eileen!
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