EILEEN FISHERBrand Strategy & Innovation Concepts
After 25 years of consistent and robust growth, clothing retailer EILEEN FISHER sought to disrupt itself and attract a new generation of women. Through brand strategy and storytelling, I helped to define and implement the company’s refreshed brand vision across all retail channels. Additionally, I created a set of innovation concepts for new brand extensions, a selection of which have since come to life. One year after the launch of our work, EF reported an 11% increase in in-store sales and a 137% increase in online sales—the preferred channel of 20- and 30-somethings.