Banana Republic Repositions with a Nostalgic Play

In an attempt to recapture its relevance, Gap Inc.’s Banana Republic brand will begin incorporating past styles to create “a new genre,” reports WWD in an exclusive.

“We’re reimagining every detail of the customer experience in the form of democratic, approachable and inclusive luxury,” Sandra Stangl, president and CEO, Banana Republic, said in a statement. “From immersive product stories seen in-store and on digital platforms, to the updated quality of product designs and fabrics, customers will see elevated experiences and details across all touchpoints.”

The 43-year-old brand, which has struggled with dwindling market share, launches its fall 2021 campaign, “The New Look,” today. Trends featured include the “mythical” American look, San Francisco “imagination and looks from the late 90s, which Chief Brand Officer Ana Andjelic, describes as “safari meets tuxedo, formalwear meets casualwear, men’s wear meets women’s wear, vintage meets tailoring, functionality meets imagination.”