Eileen Fisher, the 30-year-old brand built on easy, understated knits and separates, is aiming to address a younger customer with a new boutique on a stretch of Robertson Boulevard peppered with paparazzi and trend-driven boutiques like Kitson and Curve.
The Fisher Project is both a retail space and a capsule collection that feels like Eileen Fisher but tweaked to suit a contemporary clothing shopper who previously may have not been familiar with the brand at all. To capture the attention of a younger market, the Fisher Project incorporates edgier materials, such as cobwebby knits and leather. Proportions are bold. And silhouettes are slimmer, in contrast to Eileen Fisher’s typically billowy shapes.
The collection shares the same insouciant nature as its sister label, but conveys a more modern sense of slouchy-yet-sexy ease that has been relevant on runways and in street style for quite a while.
“The Fisher Project shares and builds on the design values of Eileen Fisher by interpreting our love of simple shapes with bolder forms, proportion play with more exaggerated relationships and ease of fit with more of an edge,” says Rebecca Perrin, co-creative director at Eileen Fisher.
Items are priced comparably to the main Eileen Fisher line -- Fisher Project skinny jeans, for instance, are $178 and a silk jumpsuit is $298.
The Robertson store is the first Fisher Project location, and it’s stocked with merchandise that rolled out this summer. A more robust collection is set for fall, and stock will also include select pieces from the Covet Collection of jewelry by local designers such as Lulu and Takara. The 2,500-square-foot space also houses the 111 Collection, a line of one-of-a-kind Eileen Fisher items, and there is a section of the store dedicated to basics such as jeans and T-shirts.
It may have been the youthful and casual nature of the Fisher Project that inspired the brand to launch both the clothing line and the retail concept on the West Coast.
“We selected Robertson Boulevard because it provides the perfect creative environment to experiment with this new concept,” says Jim Gundell, co-chief executive officer of Eileen Fisher, pointing out that the West Coast is also a key market for the brand.
L.A.’s coastal vibe is carried out in the furniture and fixtures used throughout the store. Each reclaimed wood table, driftwood object and glass surface was created by a local designer to suit the light and airy environment.
The Fisher Project is considering its next location -- possibly in Brooklyn , N.Y. -- further solidifying Eileen Fisher’s foray into more youthful and contemporary clothing for the next generation.
Where: The Fisher Project, 113 S. Robertson Blvd., Los Angeles
When: 11 a.m.- 7 p.m. Monday through Saturday and noon to 5 p.m. Sunday
More information: (424) 302-0467, thefisherproject.com
FAQs
A certain stereotype that your mom shops at Eileen Fisher endures. But what about Eileen's younger customers, a small but devoted cadre of Gen-X and millennial women who, yes, aspire to the intelligentsia but for whom economic precarity has made that work increasingly inaccessible?
Who is Eileen Fisher's target audience? ›
Well-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to younger women.
What happened to Eileen Fisher? ›
Eileen Fisher—the visionary designer who helped pioneer ethical clothing—decided to pass the reins of her company to a new CEO. Fisher, who founded her eponymous label in 1984, had managed both the creative and business aspects of her brand for nearly four decades.
Why is Eileen Fisher so popular? ›
Eileen Fisher is an iconic brand that has stood the test of time (since '84!) — not through reinvention, but by being ahead of the curve. EF has been designing simple, beautiful silhouettes and gaining ground on sustainability for 40 years.
Is Chico's for old ladies? ›
Chico's is on a mission to prove older women can still be fashionable. The apparel and accessories brand, owned by parent company Chico's FAS, is using women over 40 in its campaigns and influencer programs.
Is Eileen Fisher an old lady brand? ›
I used to think Eileen Fisher was a brand for “old ladies” – even though I'm not exactly a young lady myself. But when I checked it out recently, I was pleasantly surprised. The pieces look expensive, chic, and not that different from big money brands like The Row.
How much is Eileen Fisher worth? ›
Today, Eileen Fisher is valued at $400 million and has more than 60 stores across the US, Canada and the UK. Staying private has also enabled Fisher and her employees – a majority of whom are female – to be more vocal about issues that are important to them.
How many employees does Eileen Fisher have? ›
EILEEN FISHER, INC. has approximately 711 employees as of April 2024. These team members are located across 5 continents, including North AmericaEuropeAsia.
What is Eileen Fisher brand personality? ›
The principles that frame the brand identity of EILEEN FISHER include: Simplicity - Designing timeless pieces that were flattering for women regardless of their body type Social Consciousness - One of only four clothing companies in the U.S. committed to SA8000 workplace standards, which outline human rights ...
Is Eileen Fisher made in China? ›
We make our clothing in 17 factories and cottage industries located in five different countries: China, the U.S.A., India, Portugal and Peru.
Eileen Fisher, headquartered in Irvington, NY, is a women's clothing designer and retailer with a network of retail stores located throughout the United States.
Who runs Eileen Fisher? ›
EILEEN FISHER, INC. Excellent Fast Company interview with our CEO Lisa Williams as she rounds the corner on her first year at the helm.
What does Eileen Fisher do with used clothes? ›
Our team of specialists sorts through each piece, checking for wear, stains and holes. Only garments that are in great condition are resold–the rest are recycled or transformed into one-of-a-kind works of art using our custom felting technique.
Do Eileen Fisher clothes run large? ›
Quick Notes About Fit & More
EILEEN FISHER sizing runs about a size larger than typical sizes so I'm wearing an XS in the Lofty Crew Neck. You could also take your usual size for a more relaxed fit, which might fall a bit longer in length too.
What is Eileen Fisher brand name? ›
Eileen Fisher(June 6, 1951) is an American fashion designer and entrepreneur. She is the founder of the women's clothing brand Eileen Fisher Inc.
What is the target age group for talbots? ›
Talbots is making great strides to become a cult brand for women between the ages of 45 to 65 years old and right now it is focusing on reclaiming its brand DNA and sense of style.
What age group does J. Jill target? ›
Jill is in a niche category, targeting women mostly around 45 to 60 years old. In previous quarters, the company had benefitted from shoppers returning to work and looking for new outfits for the office. Around this time last year, net sales at J.
What is the age range for Ann Taylor? ›
Ann Taylor has a specific target market of affluent female buyers in the age group of 25-50 years, which justifies its small presence (in terms of stores) in the U.S.
What age group is Coldwater Creek for? ›
While the stores are tailored to women 30-and-up, Pool said the company plans to introduce a line targeted to the 20-to-30 age group. Springfield resident Ann Piper, who was among shoppers in the first few days, said she has shopped Coldwater Creek for 20 years, beginning with catalog sales.
