Eileen Fisher is introducing a series of innovations aimed at encouraging consumers to minimize their wardrobe size while maximizing versatility.
As fast fashion continues to promote overconsumption at the expense of the planet, designer Eileen Fisher is taking a different approach with the launch of “The 12 Shapes,” a curated collection of garments identified each season as essential for creating a variety of looks. The longtime champion of sustainable style says these pieces are chosen for their simplicity and versatility, promising enduring style and utility. “Our intention is to identify the simplest, most versatile and relevant pieces this season,” Eileen Fisher said in a statement. “The ones we believe our customers will wear for years to come.”
Further enhancing the shopping experience, Eileen Fisher has also rolled out a digital tool called The Closet. This innovative feature allows customers to visualize how the selected items would look on different body types using virtual models, facilitating better purchasing decisions and potentially reducing return rates. “It allows you to play around with proportions,” noted Blair Silverman, Vice President of E-commerce at Eileen Fisher. “We were trying to create a kind of modern day paper doll that customers can have fun with.”
The label is also introducing the Seasonal Planner, which previews upcoming clothing releases. This tool aims to curb impulsive shopping by letting consumers plan their purchases in advance, contrasting sharply with the frequent, unpredictable releases seen in fast fashion. “We’re trying to win over younger customers,” Silverman added. “We know these customers care about the environment and these tools are aligned with their values.” The summer collection, for example, features linen trousers, tank tops, button-down shirts, linen blazers, and cardigans. The website models show off different ways to pair the garments.Â
Eileen Fisher’s commitment to sustainability and thoughtful consumption extends beyond just wardrobe planning. The label has always promoted the idea of buying less by choosing more versatile pieces — a philosophy that seems increasingly relevant as environmental concerns mount. Despite the unconventional business model that focuses on reduced consumer spending, Eileen Fisher has maintained profitability, supported by a base of dedicated customers who value the brand’s quality and sustainable design principles. This strategy, while seemingly at odds with the industry’s norms, has not only helped cultivate a loyal following but is also attracting new customers who prioritize environmental ethics in their purchasing decisions.
“The goal isn’t to get the customer to buy all of these pieces,” Silverman says. “Most of them are so basic, you probably already have a version of it in your closet. But the website is designed to illustrate how you can put them together in new ways, or buy a single piece that will transform what you already have into an outfit that looks completely different.”
Related on Ethos:
