Go Global Consulting:Eileen Fisher, Inc.

Expansion to France

Jennifer GreenlandTaylor Lyford

Kaitlyn MatrassiMarissa Torcivia

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EILEENFISHER

Executive Summary

Eileen Fisher, Inc. was founded by Eileen Fisher in 1984 in Irvington, NY. Starting with four designs in The Boutique Show in New York City, the company has grown from an initial profit of $3,000 to an annual revenue of $270 million. Fisher’s goal was to create a simple yet functional clothing brand tailored towards all types of women. She expanded this vision to include sustainability, human rights, support for women, and community partnerships. Of these aspects, sustainability has gained the most prominence for Eileen Fisher, Inc. Eco-friendly from the design process to the consumer lifestyle, the company uses organic cotton, recycled fibers, and certified dyes, and encourages its consumers to recycle and hand wash their clothing.

Eileen Fisher, Inc.’s growing popularity as well as its focus on sustainability has led the company to want to expand further than its satellites in Canada and the United Kingdom. Internationally, Eileen Fisher, Inc. does not have an abundance of independent stores, but rather the company’s clothing is featured in large department stores across the world. Likewise, Eileen Fisher, Inc.’s website ships to many different countries, but there is a lack of physical stores in these countries. Generally targeting women from ages 25 to 55, Eileen Fisher, Inc. has the opportunity to appeal to an abundance of customers.

After an analysis of Eileen Fisher, Inc.’s strengths and weaknesses, Go Global recommends that the company expand to Lille, France. With a combined focus on fashion and sustainability, Lille is the ideal location for an independent Eileen Fisher, Inc. store. Lille has a thriving textile industry, emphasizing the sustainability that Eileen Fisher, Inc. is currently implementing in the United States. Go Global has chosen the location Rue Esquermoise in Vieux-Lille, specifically because it is known for a vibrant shopping community, from designer stores to individual boutiques. If the company is in agreement, Go Global will provide services to initiate Eileen Fisher, Inc.’s expansion, including intensive language and culture preparation as well as marketing campaigns, which will include promotional use of social media.

From Irvington, New York Lille, France

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EILEENFISHER

Table of Contents

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EILEENFISHER

About The Company

Company and Product AnalysisEileen Fisher, Inc. is an American clothing company for women that was founded in 1984 and is headquartered in Irvington, New York. The company’s design is characterized by simplicity, and is known for using non-traditional models in print advertisements, including its own employees. The company is considered to be mid-sized and currently employs around 900 people. Eileen Fisher has a total of 58 stores in the United States, Canada, and the United Kingdom. The Eileen Fisher clothing line is also present in upscale department and specialty stores, including Macy’s, Nordstrom, Saks Fifth Avenue, and Neiman Marcus. The current annual revenues for the company are around $270 million.

The mission of the company is to “Inspire simplicity, creativity and delight through connection and great design.” The core values of the brand are design, culture, and service. The brand is known for supporting women’s rights through its numerous social initiatives that address their well-being. The Eileen Fisher, Inc. Women-Owned Business Grant Program is a program that awards 5 to 10 grants (with a minimum of $12,500 per grant) to 100% female owned businesses that are founded on the principles of social consciousness, sustainability and innovation. These developing businesses must have a solid business plan and a strategy for long-term growth to be eligible for the grants.

Price, Product, Promotion and PlaceEileen Fisher, Inc. is a brand of higher end, women’s clothing. This brand focuses on creating clothing for women, sizes petite to plus, while also keeping up with the quick changes in the season-to-season looks. From season-to-season, products generally stay the same but with small changes to shape or color. When it comes to promotion Eileen Fisher, Inc. advertisements can be seen in more professional magazines such as The New Yorker, Harper’s Bazaar, and IN Style, as well as in The New York Times and The Wall Street Journal. Eileen Fisher, Inc. also prides itself in its sustainability by using a collection of eco-friendly fabrics such as organic cotton, hemp, and recycled fibers. Price is not a huge factor for Eileen Fisher, Inc. because of the target market and the small amount of competition. Eileen Fisher, Inc. stores can be found in the United States, Canada, and the United Kingdom.

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EILEENFISHER

Demographics of France

This analysis focuses solely on Metropolitan France and disregards France’s overseas territories. That is, it includes mainland France and the Island of Corsica, but excludes Reunion, Martinique, French Guyana, Mayotte, and Guadalupe.

Total and Growth RateAccording to the National Institute of Statistics and Economic Studies, the total population of France is currently 63,928,608. France is thus estimated to be the 21st most populous country in the world. Still, France is growing at a considerable rate of .47% per year, as the birth rate (12.6 births/1000 population) exceeds the death rate (8.96 deaths/1000 population). By 2050, France is expected to have increased its population by 9 million, growing faster than many other countries, including Great Britain and Germany. Specifically in Lille, France, the population is approximately 230,000.

GenderMales make up 48.48% of the total population and females make up the remaining 51.52%.

AgeThose younger than 20 years old make up 24.41% of the population, 20 to 64 year olds make up 57.41% of the population, and those older than 65 years old make up 18.17% of the population.

Urbanization85% of the total population is urbanized, with the major cities including Paris, Marseille, Lyon, Lille, and Nice-Cannes. 100% of the population has access to both drinking water and sanitation facilities.

Language100% of the population speaks French, which is the official language of France. While a portion of the French population can speak English, there are no concrete statistics because English is not an official language in France.

Benefits of these DemographicsThe demographics of France are highly beneficial to Eileen Fisher, Inc.. Due to France’s overall growing population, in addition to Lille’s position as fourth largest city in the country, Eileen Fisher, Inc. has the opportunity to increase its customers annually; likewise, Eileen Fisher Inc.’s target market, females aged 25 to 55, make up more than half of the population in France..

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EILEENFISHER

Demand Trends

After facing the Recession of 2008, the world’s worst economic crisis since the Great Depression, consumers are changing their values and becoming more conscientious of their purchases. With the worldwide go green movement gaining momentum, consumers often opt for organic products because they are environmentally friendly, healthier than processed products, and ethical. In regards to Europe, France is second in the rankings for a strong-selling organic market with considerable growth rates. In addition to moral expression, French consumers will buy organic products as a marker for social status, as those who are well educated and wealthy are more likely to wear organic clothing. Likewise, since organic clothing is better for sensitive-skin and allergies, mothers are more likely to buy these products for their babies. While the French have a moderate interest in organic clothing, research shows no apparent correlation between consumers and age or gender because organic products are such a new trend. However, while the French believe that organic clothing shows self-confidence, intelligence, and sincerity, they do not perceive it to show sex appeal or sophistication. Thus, to increase demand, it is imperative that we inform the consumers that the company’s products are organic yet glamorous.

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EILEENFISHER

Competitor Analysis

cities in France.International is currently present in 13 different a younger demographic. Donna Karan the brand expanded its customer base by targeting included middle-aged men and women. In 2010, Donna Karan International’s original target market specialty stores and through its own retail stores. International sells to upscale department and stylishly casual and conventional. Donna Karan comfortable clothing that bridges the gap between York City. The brand is known for its classic and women’s fashion brand founded in 1984 in New Donna Karan International is a men’s and Donna Karan International

stores in the United States. There are currently 4 stores in Lille, France.stores in Japan and other parts of Asia, and 8 in France, 96 stores elsewhere in Europe, 45 currently has a total of 375 stores: 226 stores daughters, specifically ages 20-55. The brand target market includes mothers and their pieces at an affordable price. The brand's attention to detail and fashion forward luxury day French woman. The brand is known for its fabrics and sharp silhouettes for the modern inspired brand that is known for its quality France. Comptoir des Cotonniers is a uniquely brand that was founded in 1995 in Paris, Comptoir des Cotonniers is a women’s fashion Comptoir des Cotonniers

Eileen Fisher, Inc.'s main competitors in France include Comptoir des Cotonniers, Donna Karan International, Au Printemps, and Galeries Lafayette.

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EILEENFISHER

Competitor Analysis

Europe, including one store in Lille.currently over 60 stores in France and throughout Ralph Lauren, Kenzo, and Lacoste. There are DKNY, Comptoir des Cotonniers, Caroll, Sandro, popular labels sold at Galeries Lafayette include young and upcoming designers. Some of the most stores feature iconic luxury brands as well as females, spanning from children to adults. The diverse audience, including both males and fashion world. The stores target a very large and known for being a trendsetter in the French 1893 in Paris, France. Galeries Lafayette is upmarket French department store founded in Similar to Au Printemps, Galeries Lafayette is an Galeries Lafayette

including 2 in Italy and 14 in France.currently 16 Printemps department stores open, target market for the company. There are many different divisions, there is no specific care, and home decorations. Since there are so men’s and women’s fashion, accessories, beauty Mango, and Prada. The stores include both DKNY, Comptoir des Cotonniers, Escada, designers, ranging from Calvin Klein, Celine, store is known for its wide selection of store founded in 1865 in Paris, France. The Au Printemps is an upscale French department Au Printemps

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EILEENFISHER

Strengths The brand has a strong

customer base in the countries in which it is currently located

Unique set of values that sets the brand apart from its competitors

Offers a wide array of products Works to develop relationships

with customers (Grants, How You Can Live Eco-Friendly)

Weaknesses Target market consists of

females only Has never been introduced to

the French demographic Pricing ranges on the more

expensive side

Opportunities Brand focus on sustainability

fits with Lille’s growing efforts to be more eco-friendly

Ability to collaborate with large department stores in France including Galeries Lafayette and Au Printemps

Easy to expand the brand to other cities in France and Europe (eventually)

Threats Since it is the first Eileen

Fisher store in France, it is impossible to predict its success rate

Competing with larger and more established stores in the area

Customers may be hesitant to try the new brand

SWOT Analysis

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EILEENFISHER

Target Market

The primary target market for Eileen Fisher, Inc. includes middle-aged women, specifically ages 35-55. The Eileen Fisher brand has recently undergone some changes, including repositioning itself to target a younger demographic by highlighting skinny tank tops, leggings, and trimmed-down cardigans. The secondary target market for the brand includes younger women, ages 25-35.

Meet Joy, a 27 year old journalist for The New York Times. She shops at Eileen Fisher, Inc. for its functional apparel, an essential to Joy’s fast-paced career.

“I can get a call at any time to cover a story, so it’s really important that I can feel comfortable but still look professional.”

-Joy

Meet Kim, a 37 year old stay-at-home mom. Kim shops at Eileen Fisher, Inc. to be able to comfortably chase her children as well as keep up with the trendiest looks.

“You shouldn’t be afraid to try anything, it’s only clothing.”

-Kim

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EILEENFISHER

Consumer Behavior

According to the Alpha International Trade, consumerism in France shows a trend towards impulsive decisions; the French buy more often for leisure than for necessity. Price is one of the most important aspects for French consumers, as they have lowered their budgets since the recession. Because of these decreased budgets, the French are turning away from name brand apparel and are instead investing in retailers and economy brands. Likewise, quality is becoming an essential facet of the shopping experience as consumers are becoming more concerned with after-sales services. In addition to low prices and high quality, an increasing number of French consumers are shopping online; they have a wider variety of products than stores, and there are flash deals, in which prices are drastically lowered for a short amount of time. As online shopping becomes easier and more secure, French consumers are increasingly turning towards the internet for clothing purchases. Since Eileen Fisher already has a website, Go Global will translate it into French to make the site accessible to the French consumers.

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Curriculum

Intensive French Language and CultureThis intensive curriculum is designed for Eileen Fisher, Inc. employees to learn French within 3-4 months, depending on the progress. By the end of these sessions, the employees will have working proficiency within the French language as well as extensive knowledge of the French culture. The learning outcomes will include:

Listening Understand interactions with native and non-native speakers, and understand other types of verbal

production (media, etc.) Understand direct commands, requests, and questions Understand popular phrases and colloquial expressions

Speaking Talk about immediate environment, plans, and experiences Use supporting details when conversing Resolve moderate complications Respond to questions with opinions and beliefs

Reading Read short passages (newspapers, letters, text messages, etc.) and understand their meanings

Writing Communicate with emails, notes, and online discussions Describe and relate emotions and express opinions with concrete language

Cultural Awareness Distinguish and express both verbal and nonverbal communication with politeness, formality, and/or

informality Recognize patterns, meaning, and cultural implications of intonation Solve daily unexpected situations and meet basic needs

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Functional Grammar Vocabulary Culture

Week 1

-Introduce yourself -Articles-Interrogation-Pronouns-Negation

-Physical Description-Personality

-Habits & Routines-Activities in France

Week 2

-Describe places -Present Tense-Regular & Irregular Verbs-Capacity & Obligation

-In Town (shopping, asking for information, etc.)

-French City-Tourism-Shopping Areas

Week 3

-Jobs & Occupations-Forming Opinions

-Relative Pronouns-Comparatives & Superlatives

-Studies-Jobs-Employment & Unemployment

-Debates-Sunday Life-Observe & Analyze Attitudes

Week 4

-Express Agreement & Disagreement

-Future Tense-Imperative

-Foreign Languages-National Identity-Patriotism-Symbols

-Social Problems

Week 5

-Suggest Solutions-Address different problems-Talk about past events

-Past Tense -School & Violence -French School System-Parent-Teacher Relationship-Absenteeism-Parental Implication

Week 6

-Express Interest -Quantities & Reported Speech

-Food-Ingredients-TV Reality Programs

-Importance of French Gastronomy

Week 7

-Form Opinions -Form Hypothesis Structures

-Hypothesis-Review of Future Tenses

-New technologies-Computers

-Teenagers & Facebook

EILEENFISHER

Curriculum

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Functional Grammar Vocabulary Culture

Week 8

-Tell a Story -Time Expressions-Cause & Consequence-Subjunctive

-Environment & Ecology-Protection of Nature

-Different French Organizations

Week 9

-How to Take Part in a Conversation-Relate Stories in the Past

-Use of Preterite, Imperfect, & Past Perfect

-Gender: Men-Women & Equality Rights

-Social Questions in France

Week 10

-How to Give Advice-Express an Opinion about Action/Behavior

-Relative Structures with Prepositions to Describe Indicative & Subjunctive in Relative Clauses

-Fashion-Sports

-Fashion & Sports for Boys & Girls

Week 11

-Express Imaginary Situations

-Conditional-Conditional Clauses

-Reading-Gardening

-Activities & Entertainment-Free Time & Vacation in France

Week 12

-Review-Expressing Needs & Demands

-Structures to Express Feelings

-Music-Theatre-Cinema

-Cultural Topics in France-Cultural Life

EILEENFISHER

Curriculum

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EILEENFISHER

Curriculum

Daily ScheduleThe employees will intensively train with our French Specialist, Charlotte Beaumont, Monday through Friday. The daily schedule will appear as such:

Session I8:00am-9:30am: Intensive Grammar Drills9:30am-11:00am: Application of Reading and Writing

Break11:00am-12:00pm: Lunch

Session II12:00pm-2:00pm: Intensive Conversation2:00pm-3:00pm: French Culture

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EILEENFISHER

Marketing Strategy

Market SegmentationIn our marketing campaigns, we will attempt to directly target women between the ages of 35 and 55 (primary target market) and 25-35 (secondary target market) currently residing in the surrounding area of Lille, France. The purpose of these campaigns will be to publicize the grand opening of an Eileen Fisher store in Lille, France, to increase awareness and gain customers. To segment this target market, we will launch a variety of marketing campaigns that will reach this demographic. We will create an official French Eileen Fisher account on Twitter and Instagram and use hashtags such as #mode and #eco to appeal to the target market’s interests. We will also pay trendy French fashion bloggers to feature Eileen Fisher clothing in their posts. Another way we will attract our target market is to publish articles about the grand opening of the store in popular French fashion magazines, including Femme Actuelle, Marie Claire, and Vogue.

Raising Awareness Through MagazinesTo reach our primary target market, Eileen Fisher, Inc. will have articles published in French fashion magazines regarding the grand opening in Lille, France. These articles will be featured in Femme Actuelle, Marie Claire, and Vogue the top three leading fashion magazines in France. These articles will be featured in the “Fashion News” sections of these magazines, and will aim to inform the public about what makes Eileen Fisher clothing unique and persuade people to shop at the new store. For example, these articles will mention how the clothes are made from organic materials in order to support sustainability. By including information about Eileen Fisher Inc.’s corporate social responsibility, the company will be able to build and maintain strong customer relations in the new market.

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EILEENFISHER

Marketing Strategy

To reach the secondary target market, we will launch campaigns through Instagram, Twitter, and fashion blogs. Since this is a younger demographic, social media sites will appeal to this market’s interests. On Twitter and Instagram, we will create a French presence, @EileenFisherFR, and post pictures of featured clothing items using the hashtags #mode and #eco. This will emphasize fashion and sustainable aspects of the clothing for the young French demographic. To gain more publicity, there will be a contest held through these social media tools. Anyone who posts a picture of themselves striking a pose in front of the new store location and uses the hashtag #EileenFisherFR will be entered to win a 50 euro gift card to the new store. The post that receives the most likes by a set time will be the winning picture. This will generate buzz and raise awareness of the new store opening by encouraging everyone to promote the company. 

Engaging Customers Through Social Media

Another way to reach the younger demographic is to pay trendy French bloggers to feature Eileen Fisher clothing in their blogs. The Working Girl, for example, is one type of blog that is popular among the French and specializes in the same style of clothing as Eileen Fisher, Inc. This blog features simple yet sophisticated clothing, mainly for the workplace. This blog also features a section where visitors can shop for and purchase certain clothing articles conveniently from the blog site. Underneath each picture with Eileen Fisher clothing, the blogger can write a brief statement promoting the brand.

Partnering With A French Fashion Blogger

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EILEENFISHER

Return on Investment

Return on investment success will be determined by multiple factors. The largest factor will be how much revenue the new store will make in Lille, France. This number will be compared to those of other Eileen Fisher store openings around the same time of year along with other stores opening in the same area. Another way to determine the success will be to research and set both short-term and long-term goals, which we will check frequently and adjust as necessary. Using analytic software, similar to Google Analytics, we can track the return on our marketing strategies by watching traffic sources. Doing this, we will be able to figure out which of our marketing techniques are most effective and expand upon them.

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Budget Plan

Below is a chart showing the percent of the overall cost associated with each segment.

development efforts, training tools and services and travel costs. employee costs that helped Eileen Fisher, Inc. expand, along with the cost of the Go Global research andcosts associated with the expansion. Eileen Fisher, Inc. will be held accountable for paying for allConsulting with Go Global is a great way to expand Eileen Fisher, Inc. globally. That being said, there are

taken into consideration.follow the Market Communication Strategy. These marketing plans have small costs that will need to befind luxury goods, fashion and design. In order to market the new location, Eileen Fisher, Inc. will need toGlobal chose for Eileen Fisher, Inc. to expand to Old Lille, because Rue Esquermoise is the ideal place toEileen Fisher Inc. will be expanding to specifically Rue Esquermoise, 59800 Vieux-Lille, France. Go

strategies, Go Global’s employees, research and development, training tools and travel expenses.Fisher, Inc. These expenses include having a space in Lille, France for the new store, paying for marketconsulting with Go Global, the other costs, are costs that are needed in order to expand and market EileenExpenses for Eileen Fisher Inc. are very minimal in this project. Most of the expenses are costs acquired by

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