Rebranding Eddie Bauer for Millennials

Rebrand Eddie Bauer in a modern, urban way to elevate the brand and broaden its consumer demographic to millennials. Eddie Bauer brand has a long lasting history of designing aesthetically innovative and wearable technology. He assisted America in such endeavors like the styling the first summit of Mt. Everest, inventing the badminton cockshuttle, and introducing the black labrador as a hunting companion. Rebranding will fortify Eddie Bauer's credibility in marketing products that are attractive, progressive and durable to a changing fashion industry. This enhances brand equity, attracting a wider range of consumers, to increase the overall integrity and authority as an everlasting heritage cemented in American history.