STYLETHREAD -- LET'S TALK SHOP!

pollyjean23 · Marc Jacobs

Eileen Fisher

Boots · Gucci

I have mixed feelings about companies trying to "youth up" their clothes. I think women of a certain age who are happy dressing in a certain manner should be able to find the styles they like just as much as people who like more current looking outfits. My mom would never dress the way I dress and visa versa. And that's a good thing. People are people, not cookie cutters. It's just a matter of different tastes.

If her company offered clothing that their target customer liked, it's kind of a f-you to their loyal clients. By saying that she felt her brand wasn't cool enough is like saying that all the people who spent money with her for the last few years weren't cool enough.

On the other hand, if she had started a new line with these new designs, I think it would have been a great alternative for her current customers and a good way to gain new ones.

That's just my

Oh and pollyjean23, how cute is your husband for checking out clothes for you? aww

Kelly · Hermes

I actually hadn't heard of (or at least registered) Eileen Fisher until this article. But from what I gather, it seems like this is all a big misstep. I liked the old ad they showed and I thought it was a lot more pleasant (and memorable) than the unfriendly, generic model girl. The old one had an identity and a personality and the new ad doesn't catch my attention at all.

And - it seems like the brand had a niche before and they're now trying to do the younger scene, which honestly is just everywhere and if they abandon their old identity, I don't know if anyone will really pay attention much anymore. I mean, it all looks like OK stuff but it's not different enough from what's already out there to warrant this brand trying to break in to a younger following at the risk of losing their already-loyal customers.

-- Edited by Kelly on Wednesday 14th of October 2009 01:15:51 PM

Suasoria · Chanel

Some really aren't good at this "skewing younger" thing, but if I had to place a bet, I'd bet on this being successful. Demographics being what they are, baby boomer women don't want to feel or dress "old," and the image of the sexy middle-aged woman ("cougar") has entered our collective social consciousness.

I really have nothing against EF other than the styles have never appealed to me. Compare this line to St. John, which actually has some great pieces. However, their reputation is too old for its own good and they don't seem to be equipped to change it. Angelina Jolie didn't pull for them and it was funny that Kelly Gray was their attempt to go younger. Unfortunately their lower-priced, lower-end brand was still way too high. Women in their 30s-40s with families generally can't or won't pay a thousand bucks for a dress or suit, so they were never going to get the Anthropologie/J Crew/Ann Taylor shopper. That's something EF could probably do at the price points mentioned in the article.