Banana Republic Brand Report
Documenting the Past. Exploring the Future.
Introduction
Sustainable futures
Banana Republic has an opportunity to step into the role of a sustainability focused, attainable luxury brand that strives for the imaginative. By increasing transparency and sustainability efforts, continuing to build on the fall 2021 heritage relaunch, and creating more unique and statement styles, Banana Republic could become the whimsical future-focused fashion company consumers are looking for.
This analysis outlines the brand’s strengths, weaknesses, new customer opportunities, potential collaborations, and more in order to offer a holistic brand analysis that can elevate Banana Republic to its full potential.
A history of Exploration
1978
The company, originally called Banana Republic Travel & Safari Clothing Company, was founded in 1978 by Mel and Patricia Ziegler. The brand specialized in military surplus re-imagined as safari and expedition wear.
1983
In 1983 Banana Republic was bought by The Gap, Inc. who is still the owner to this day. In 1988 the founding couple stepped down from Banana Republic. Banana Republic’s sister companies include Old Navy, Gap, and Athleta.
2021
Until recently, Banana Republic had transitioned away from its roots in rustic adventure. In Fall of 2021 Banana introduced a refreshed brand identity and collection of looks that is reminiscent of its heritage.
SWOT analysis
Sister Companies
To avoid stepping into its sister companies’ areas of expertise, Banana Republic must be very conscious of its positioning in relation to the three other major brands owned by Gap Inc. This is very important when identifying new and potential customer categories.
Social & Environmental shift
Objectives
Banana Republic boasts “a heritage of sustainability” and has shifted in a more green direction. The website boasts of the environmental goals and efforts it has already undertaken to reduce impact. With this recent face-lift and its strong parent company roots, there is an opportunity for the company to push further and be a leader in sustainable and humane efforts. With this in mind, my objective is to encourage the company to increase its social and environmental focus. This could include but is not limited to...
Increasing environmental and waste saving efforts
Abandoning virgin synthetic materials
Decreasing wasted and reduced-price inventory
Shifting all products to their “Conscious Luxury” line
Political
Economic
Societal
Technological
The Customer
Macenna
Macenna is dedicated to her job and young family (3 and 6 year old girls). She spends her time at work, with her family, going on dates with her husband, and occasionally getting together with friends. She Commutes to the city for work.
Goals & Values: To be viewed as professional and stylish and values high-end functionality in everything she owns. To fit societal norms and remain in a high social standing amongst friends and colleges
Challenges & Pain Points: Struggles to find clothing in a neutral color palettes with the occasional statement silhouette. Does not view sustainability as a must but at the same time values the safe and “clean” product promises that often come with sustainable brands.
Dreams & Ambitions: To become a partner at her consultancy. Building the perfect capsule wardrobe and minimal aesthetic.
Favorite Brands: Sephora, Lululemon, Michael Kors, Anything Branded
Events: Company Events, Friend’s Weddings, Her Family’s Social Calendars
future customer
JADE
JADE has minimal obligations outside of her job allowing her to spend time and money on events, clothing, and hobbies. Because her job is in the creative field, she has fewer limitations on style and typically does not have to worry about more “traditional” workplace dress codes.
Goals & Values: To be able to express herself authentically through feminine and masculine-type styles and to be perceived as unique and spontaneous
Challenges & Pain Points: Struggles to find unique and outrageous styles to express herself fully. Wished more brands were mindful of their environmental impact.
Dreams & Ambitions: Continue to seek new experiences and shift more attention to her passion for video creation.
Favorite Brands: Vintage Stores, Girlfriend Collective, Dr. Martens, Local Stores
Events: Themed Bars, Music Festivals, and Going Out With Her Girl Friends
Competitors
REcommendations
Banana Republic offers a uniquely sophisticated feel with its more elevated and luxurious-looking imagery and in-store experience. The imagery, while high-end, can benefit from a more personal touch. BR’s prices are comparative to other competitors in the basics category and higher in the more unique, non-essentials category. This puts the brand in the lower-end luxury price range making it appealing to both high-end shoppers and middle price range shoppers. The products themselves can blend in with other brands’ looks. The styling of the items is where BR shines.
Feature celebrity endorsements and more curated collections that add to the heritage and adventure campaign.
Design more recognizable patterns and iconic elements to create an even more elevated and authentic product.
Commit to more transparent communication about the product, manufacturing, and price (pair this with sustainability efforts).
HUDSON HEMP x BR
Partner with Hudson Hemp, a New York-based regenerative hemp company & Hemp fabric manufacturer EnviroTextiles to produce a regenerative hemp clothing line that explores fabric materiality and use of sustainable fabrics within the lower-luxury clothing category.
Opportunity: Highlight farming innovation, sustainable manufacturing practices, and application within the fashion industry.
Reach: Age 18-35 substantially minded customers (Showcase process, production, and final collection on social media & the runway).
Short Term Objective: Increase sustainability efforts.
Long Term Objective: Help establish BR as an environment and equity-focused brand. Increase sustainability efforts and support a shift to regenerative materials and a circular fashion life cycle.
VIVIENNE WESTWOOD X BR
A weekend workshop focused on imaginative futures based in LA and London. The workshop would highlight imaginative and whimsical spaces for fashion and result in a miniature collection and spacial exhibit showcasing the outcomes. Artists and designers invited to take part.
Opportunity: Highlight and amplify the voices of artists and designers while fueling the future of fashion for the participating brands.
Reach: Age 18-65 future-focused and creative individuals following Westwood, BR, and participating artists/designers. Showcased on Instagram.
Short Term Objective: Increase brand awareness and build rapport with designer brands and artists (appealing to younger customers).
Long Term Objective: Help establish BR as a creative forward-thinking attainable luxury brand.
a More Continuous & Responsive Brand
SUMMARY
By going back to Banana’s roots in the imaginative, consumers will see a whimsical brand and by increasing efforts to reduce waste and produce more ethically and sustainably, the planet, people, and consumers can all benefit. Banana Republic has a unique opportunity to push past competitors and market standards and set a new president of whimsy and ethics for its market category.
