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NEW YORK — “I’m from a family of six girls and I’m always amazed at what happens when you get a lot of girls together. I really do think you do change the world,” said Eileen Fisher, president of her eponymous $143 million company, speaking at a luncheon Thursday at Le Bernardin.
This story first appeared in the February 7, 2003 issue of WWD. Subscribe Today.
Fisher introduced 15 women who are featured in her new spring campaign. Ranging in age from 24 to 72, they include a choreographer and contemporary dancer; obstetrician-gynecologist and founder of the African Women’s Health Center; a Bronx charter school principal; a civil rights attorney; a documentary film producer: a professor of architecture, and a professional boxing judge.
Created by Glover Group, the New York-based ad agency, the images show the women in different groups and together, wearing Eileen Fisher clothing. The campaign was photographed by Peter Lindbergh at Chelsea Piers here.
According to Jill Glover, president and executive creative director of Glover Group, the spring budget is in excess of $2 million, up from $1.3 million a year ago. The ads appear as a six-page insert in the March issue of O, the Oprah magazine, and will run as an eight-page insert in the March 2 edition of The New York Times Magazine. Inserts will also be distributed regionally in the Washington Post, Boston Globe, Chicago Tribune, San Francisco Chronicle and Los Angeles Times. Additional print ads will run in the New Yorker, Yoga Journal and Spa Magazine.
Eileen Fisher’s clothing appeals to a wide age range of women, with the majority of its customers between 35 and 50. Fisher, 52, said clothing needs to be simple to accommodate women’s intense lives. “I like simplicity. It makes the woman important. If the clothes are simple, you see the woman. We don’t have the time to fuss. The clothes have to help us relax into ourselves.”
Experiencing an 11 percent sales gain in 2002, Eileen Fisher’s clothing is distributed to department and specialty stores such as Bloomingdale’s, Nordstrom, Neiman Marcus, Saks Fifth Avenue, Marshall Field’s, Macy’s West and Dillard’s, as well as through 26 company-owned Eileen Fisher stores. The company plans to open two more freestanding stores this year in Walnut Creek, Calif., and Columbus Circle in New York.