Banana Republic, owned by American retail stalwart Gap, has announced that it is planning to revamp its brand identity.
To be unveiled on 28 September, the retailer’s campaign ‘Imagined Worlds’ reflects Banana Republic as it was originally conceived – that of a far-away and unknown place that is part of explorers’ folklore and adventurers’ lore.
The retailer, as a part of its efforts to revamp, is creating product stories for both its bricks-and-mortar stores as well as e-commerce channels.
While confirming the same through a press release, it was also mentioned that there are efforts to refresh product designs and fabrics.
Notably, the retailer has been working on modernising its US bricks-and-mortar stores so as to perfectly blend them with its new identity marked by hospitality, revamped design and elevated merchandise.
Besides, there are plans to use inspirational imagery and videos to enhance the e-commerce experience.
2021 had seen the retailer hire Ana Andjelic to serve as its chief brand officer, with the intent to redefine the brand’s positioning. The brand’s ‘Fall 2021’ New Look campaign, to be launched on 7 September, is an effort in this regard wherein nostalgia and contemporary aesthetics gets blended.
Banana Republic has been struggling for some time and even Q3 saw the retailer’s sales fall by 34 per cent.
Also Read: Gap Inc. posts better-than-expected Q3 sales! Old Navy grows; Banana Republic falls
Founded in 1978, Banana Republic is an American clothing and accessories retailer.
