Banana Republic unveils “new look”

Banana Republic, part of the Gap family, has unveiled a “new look” to showcase the vision of its new creative director and EVP of design, Marissa Webb, who was appointed earlier this year to create a more fashionable image for the brand. Teasing the #TheNewBR via its social media, the campaign represents a “significant shift across the entire brand, from the product and styling of the collection, to the global campaign,” said the retailer.

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“It’s a new day at Banana Republic,” said Jack Calhoun, global president, Banana Republic. “This Fall collection and campaign bring us to a more modern, fresh place, that’s still deeply rooted in our heritage. Under Marissa’s creative direction, we’re embracing a bold aesthetic that’s more relevant to the way our customers live their lives. This is just the beginning of exciting things to come.”

Trying to dispel the belief that Banana Republic is just about workwear, the new direction is geared at showing off how the brand’s new look fits consumers’ whole lifestyle, which Webb calls dressing for a “360 lifestyle”. To showcase that the print campaign features real-life couples including some who aren’t professional fashion models, including singer-songwriters Aloe Blacc and Maya Jupiter and ‘The Last Magazine’ editor Tenzin Wild and model Tao Okamoto, dressed in a “hi-lo styling” that is a more sophisticated vision than before.

The message is all about “effortless cool” to reflect the needs of its target customers aged 25 to 44, who are looking for easy-to-wear pieces that have an “authenticity” and a “youthful sense”. It is hoping that by sharing the campaign through social media, including via Webb’s personal channels that it will elicited excitement and a strong response from its customers, which will boost sales in-store.

The brand is also looking at ways to reach new audiences by also teasing the autumn/winter 2014 collection on Snapchat for the first time, giving fans a first look behind-the-scenes with Webb. In addition, Banana Republic is also planning to extend its digital reach by partnering with Instagram on paid advertising later this month, a first for the brand on the platform.

Catherine Sadler, global chief marketing officer at Banana Republic, added: “The New Look of Banana Republic reflects our charge towards authenticity in storytelling, where fashion is front and centre.

“Fall is a continuation of the marketing platform we first introduced this spring, and now we’re excited to share the next chapter. This fall campaign reflects a strong stylish step forward in our evolution.”

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