“We have been hearing about Gen Z’s interest through our loyal customer community for a while,” wrote Jamie Habanek, Eileen Fisher’s director of brand marketing, in an email. “They tell us how their daughters are borrowing their EF clothes, and sometimes not giving them back!”
The 2017 expansion online of the brand’s 14-year-old “Renew” program, in which customers collect credit from bringing in used Eileen Fisher clothing that is in turn resold, helped build a path with new audiences. The company has leaned into more sustainable messaging with its marketing, such as iterations of a “One Piece, Many Ways” campaign that showcase the apparel’s versatility and styling possibilities. Eileen Fisher also recently introduced “The Journal,” a new content section on its website that goes deeper into stories of sustainability, Habanek noted.