Banana Republic

Summary

What began in 1978 as a quirky safari-themed store by Mel and Patricia Ziegler who loved traveling and collecting unique products for retail, was acquired by Gap Inc. in 1983, and transformed into a modern luxury retailer. Lately, the fashion brand was re-envisioned with editorial campaigns that positioned it as a lifestyle luxury brand. However, the design team continues to mine the brand’s rich heritage as a travel brand to create a distinctive look.

History

Banana Republic has an interesting history. The brand was founded in 1978 by Mel and Patricia Ziegler, who were renowned for acquiring interesting clothing during opportunities provided by their travel-related job at the San Francisco Chronicle. The couple enjoyed traveling and buying interesting clothing in little shops which led to opening a retail store in Mill Valley– Northern California. Shortly they were acclaimed for a hand-drawn catalogue of beautiful illustrations of the clothing alongside fictional travelogues in their safari-themed retail locations.

It is an inspiring entrepreneurial story where the couple pooled their savings of fifteen hundred dollars as investment to launch fashion brand: Banana Republic. The duo did everything themselves from writing the catalog and drawing illustrations to stapling it on their kitchen table. Together, they looked after marketing, accounting, editing the catalogue, designing, tailoring and managing the store.

Shortly, they hired creative employees, and as the premier travel and safari wear store from 1978-1983, the brand became a forerunner in specialty fashion. Shopping at Banana Republic was an experience, what with a themed store with changing rooms made of mud, straw and grass and vintage safari gear as décor. By 1983, Banana Republic had five stores in California and was making reportedly $10 million a year from ghurka shorts, madras shirts, paratrooper bags, photojournalist’s vests and khaki trousers. Two categories — BR Baby and BR Athletics — were launched later as part of what Sandra Stangl- Banana Republic’s president and chief executive officer- describes to WWD as the new vision for the business.

This attracted the attention of Gap Inc. which acquired Banana Republic in 1983, transforming the vibe of the chain into a sophisticated, contemporary sensibility and rebranding it as a luxury fashion retailer. The hand-drawn catalogue, the travelogues and the quirky tourist-oriented items were phased out… today it is a global lifestyle brand. However the design team continues to mine the brand’s rich heritage. “We’re lucky to have such a unique and rich history to lean on for both design and storytelling” Nicole Wiesmann, Banana Republic VP of Design told Refinery29. “We are leveraging our history as a travel brand to create a distinctive BR Look that is rich in texture and style. It’s all about high-quality, accessible luxury and timeless style with materials like cashmere, silk, leather, suede, and linen.”

Luxury fashion brand banana Republic believes in enriching the world’s communities through environmental management i.e. addressing climate, water and waste—issues where there is significant potential to positively impact people’s lives and enrich the world’s communities.  The team take steps every day to achieve their goals including incorporating sustainable practices into product development and partnering with businesses- non-profits- governments and community organizations to do their part in building a thriving planet.

Mission Statement

Banana Republic’s mission centers on forging deep emotional connections with customers across the globe by prioritizing inspiring product design, distinctive store experiences and compelling marketing strategies. The luxury fashion brand’s approach to product design goes beyond aesthetics, focusing on creating pieces that resonate emotionally with customers and reflect their personal style and values. Each collection is meticulously crafted to blend contemporary fashion with timeless appeal, ensuring that every item not only enhances the wearer’s wardrobe but also strengthens their connection to the brand’s ethos.

Complementing its design philosophy, Banana Republic is dedicated to offering unique store experiences that captivate and engage customers. Its stores are thoughtfully designed to reflect the luxury brand’s adventurous spirit and commitment to quality, providing an immersive shopping environment that enhances the overall customer experience. This, combined with innovative and competitive marketing efforts, ensures that Banana Republic remains at the forefront of customers’ minds, forging lasting emotional bonds through every touchpoint. By integrating these elements, the brand aspires to create a global community of loyal customers who are inspired by and connected to its mission.

Vision

“Strive to be bold, curious, innovative and inclusive to help build a better world for people and the planet.” Banana Republic’s brand vision embodies a commitment to boldness, curiosity, innovation and inclusivity as core principles to foster a better world for both people and the planet. Drawing inspiration from its roots, the luxury fashion brand remains anchored in the adventurous spirit of its founders, who, with a passion for exploration, envisioned a retail experience that transcends borders.

This ethos drives Banana Republic to continually push boundaries, seeking out the latest in global fashion trends and sustainability practices. The fashion brand’s dedication to innovation is reflected in its meticulous sourcing of the finest materials and sustainability partners who share its values of environmental responsibility and ethical craftsmanship. Each season, the founders’ global expeditions underpin Banana Republic’s commitment to offering products that merge style with substance.

By integrating their discoveries into their collections, they ensure that each piece not only reflects the latest in fashion but also adheres to high standards of sustainability. This dedication to both aesthetic excellence and ecological stewardship underscores Banana Republic’s broader vision of inclusivity and responsibility. Through its curated approach and conscientious practices, the luxury fashion brand strives to contribute positively to the world, fostering a sense of global connection and environmental stewardship among its diverse clientele.

The Team

Mel Ziegler, Patricia Ziegler (Founders)
Stranda Standl (President and CEO)
Marissa Webb (Creative Director)

Products and Services

Banana Republic’s collections are quirky-themed apparel and accessories for men, women and kids. Each collection reflects a commitment to high-quality materials and craftsmanship, drawing inspiration from global fashion trends and classic styles. The luxury fashion brand offers a wide range of apparel, from versatile workwear and chic casuals to evening wear, ensuring that customers can find pieces that seamlessly transition from day to night.

The fashion brand’s seasonal collections showcase unique designs and innovative fabrics, emphasizing both style and comfort while maintaining a focus on sustainability. Through these thoughtfully curated collections, Banana Republic aims to deliver versatile, stylish options that resonate with a broad audience and enhance their personal style.

Awards and Recognition

Fashion brand Banana Republic is recognised for its quirky safari-themed design aesthetic which has been polished since GAP Inc. acquired it. Banana Republic has earned recognition for its distinguished approach to fashion and retail, marked by accolades for both its product offerings and commitment to sustainability. The brand’s initiatives in sourcing sustainable materials, reducing its environmental impact and fostering ethical labor practices have earned it commendations from industry organizations. This dual recognition for both style and responsibility underscores Banana Republic’s commitment to not only delivering exceptional fashion but also contributing positively to the global community and environment.

References

• Official website Banana Republic
• A Repositioning Banana Republic Adds to the Mix WWD
• The true story behind Banana Republic Forbes
• Inside Banana Republic’s Bid to Regain Relevance BoF
• Banana Republic Is In Its Viral Era Refinery29
• A Weirdly Wonderful Safari Brand AdWeek
• How Banana Republic Became a Bright Spot in Gap Inc.’s Portfolio BoF
• Facebook page of Banana Republic Facebook
• Major retailers launch upscale collections CNBC
• Twitter page of Banana Republic Twitter
• Banana Republic Vintage GQ
• Instagram page of Banana Republic Instagram
• LinkedIn page of Banana Republic LinkedIn
• Youtube channel of Banana Republic Youtube
• Gap to shut all Banana Republic shops in the UK The Guardian
• Wiki page of Banana Republic Wikipedia
• Brand Ethos Banana Republic
• Gap to cut growth of Banana Republic NY Times
• How Banana Republic empowers women Banana Republic
• Gap is closing more than 200 stores this year CNN