Sunday, 2 October 2011

Say Hello To Eileen Fisher, Launching In The UK!

Established in 1984, and with 55 stores across 18 US states, the brand Eileen Fisher is now expanding into the UK fashion market, opening a store at St Martin's Courtyard in Covent Garden on Thursday 6th, followed by a store on Marylebone High Street on Sunday 9th. Karen Gray, Director of Stores, said: “We look forward to joining the London community and serving our existing customers, who we know are already shopping our collection in the US, and to welcoming many new customers who we believe will resonate with our design values.”
The brand was formerly a favourite of moderately affluent middle-aged women, passionate about the generously cut, washable designs, which included kimono shapes and flared, floppy trousers. A brand devotee once told the NY Times: "It's a safe way to be bohemian in a grown-up world.” 
But as with any brand that wants to move with the times in the fast-paced fashion environment, Eileen Fisher set out to attract a more style and image-conscious, youth market in 2009. After a facelift which subtly tweaked its main lines and highlighted existing designs - perhaps not previously marketed to a younger customer - in came skinny tank tops, leggings, jeans, T-shirts in brights, sequined tunics, metallic vests, a cotton biker jacket and trimmed-down cardigans; along with a new line of ad campaigns featuring models with attitude, replacing the former silver-haired Mum's in comfortable trousers.
In pursuit of a new 'hot and hip' customer, the brand was careful not to alienate its existing customer base, and it now caters for a mix of loyal, trend-driven women, from their early 20s through to their early 50s. As designer Fisher herself says: "We're creating a hipper image to reach a broader range of customers. When the garment is right, it works for my daughter and for me. I still believe great clothes should be timeless and ageless."
Watch a video of Fisher's design strategy and the vision behind her collections below, and for more information head to the brand's official website HERE. You can also follow them on Twitter @Eileen Fisher


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