Banana Republic's Footwear

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Banana Republic's Footwear

The brand that I have identified is Banana Republic. Since Banana Republic has only 1 store which is located at Paragon, Orchard Road, it makes it all the more exclusive. And the category that I’ll be writing on will be their footwear. Banana Republic, a subsidiary of Gap. Inc formerly started out as a catalogue retailer that specializes in safari themed clothing which was founded by Mel and Patricia Ziegler. It was eventually rebranded as an upscale clothing retailer.

Purpose and Value

Banana Republic believes in emotional connections with customer around the world through inspiring product design, unique store experiences and compelling marketing. Their purpose is to make it easy for us to express our personal style throughout our life.

Customers

Banana Republic’s pool of customer are from the young working professional ranging from 25-44.

How Banana Republic gains world recognition

All of us know that Banana Republic as a brand, is renowned and synonymous for its high-end fashion and it’s cutting edge in the fashion industry. The brand itself is the forerunner in the fashion world among other famous brands like Louis Vuitton, Burberry etc. Ever since Gap. Inc acquired Banana Republic, it was rebranded as a mainstream luxury clothing retailer. If it did not make the changes, Banana Republic wouldn’t have gain recognition for its upmarket brand. Back then, things wasn’t as rosy as Banana Republic expected it to be due to unpopularity of the new merchandise and inadequate inventories which overshadowed Banana Republic till the late 80s. As you can see, Banana Republic has a humble beginning and worked its way up by introducing and knowing the need to change. The brand simply didn’t become instantly recognized worldwide and even if it did, they would have to find ways to maintain a high standard of quality and to remain competitive in the fashion industry; Banana Republic would have to introduce a lot of new and unique merchandise to meet the growing changes and demand of the masses throughout the years. Which they have managed to do so after the helm of leadership was undertaken by Richard L. McNally, its executive vice-president and top official. Under his direction, Banana Republic’s menswear has an increased in sales. Banking in on their current success, Banana Republic started to diversify their range of products as well as variety of looks suitable for the office.

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