Home / Knowledge / News / Apparel/Garments / Gap reveals marketing campaign New Look of Banana Republic
Gap reveals marketing campaign New Look of Banana Republic
09
Aug '14
Banana Republic is revealing a new look, anchored in the fresh styling point of view of the brand’s new Creative Director and EVP of Design, Marissa Webb. Fall signals a significant shift across the entire brand, from the product and styling of the collection, to the debut of the global marketing campaign, “The New Look of Banana Republic.”

“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.”

In a strategic cadence to debut the new fall product in an exciting way, the brand offered customers a first view of things to come in fall product through a series of brand posts on Banana Republic’s social media channels, as well as organic posts on Webb’s personal channels, which elicited excitement and strong response from customers.

As a way to reach new audiences, the brand teased the fall collection on Snapchat for the first time, giving fans a first look at fall behind-the-scenes with Webb. Later in August, Banana Republic extends its digital reach even further, as part of a select group of brands partnering with Instagram on paid advertising—a first-time amplification for the brand on the platform.

“The New Look of Banana Republic reflects our charge towards authenticity in storytelling, where fashion is front and center,” says Catherine Sadler, Global Chief Marketing Officer. “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.”

The print campaign celebrates the brand’s heritage and commitment to authenticity by sharing product stories through the lens of real-life couples who embody the spirit of the modern day adventurer. Fall fashion is brought to life on singer / songwriter Aloe Blacc and his wife, recording artist and songwriter Maya Jupiter; couple Tenzin Wild, Creative Director & Founder of The Last Magazine, and actress, Tao Okamoto; couple Ben Hill and Zuzana Gregorova; couple Kel Markey and Miles Garber, among others.

Product stories told within the campaign are that of an effortless cool, blending easy-wearing pieces and textures. For her, materials of leather, chambray and cashmere are styled layered, abutting elegance with edge, while for him, we see varied textures and mixed proportions that push the style point of view. This youthful sense of hi-lo styling resonates throughout – offering the first true example of Webb’s creative influence.

“It’s been exciting for me to work with the Fall collection and push the fashion component even further through styling,” said Marissa Webb, Creative Director and EVP of Design of Banana Republic, “I’m excited to share what we’ve been working on and the direction we are headed.”

Gap Inc


Must ReadView All

Apparel/Garments | On 30th Apr 2016

Britain keen on new ventures in textiles and garment

British High Commissioner to India Sir Dominic Asquith, has said that ...

Apparel/Garments | On 30th Apr 2016

‘India’s apparel sector needs to revisit policies’

Apparel Export Promotion Council (AEPC)’s Additional Secretary...

Textiles | On 30th Apr 2016

Bangladesh spinners wary of another gas price hike

Bangladeshi cotton spinners have expressed concern that they may lose ...

Interviews View All

Martin Kagi
Buhler Group

Give us an insight about the Swiss yarn production market and how do you...

Kishan Kashiwala
Spinning King (India) Limited.

How has been the development in the area of fibres made from natural...

Rajesh Goradia
Vitruvien

How is the market for bespoke collection in India as compared to other...

Mr. R. N. Doshi
Rajoo Engineers Limited

Mr. R. N. Doshi, co-founder of the Rajoo Group - Excellence in Extrusion,...

Michael Kamm
Sympatex Technologies GmbH

Sympatex Technologies has been one of the leading global suppliers of high ...

Susan Stansbury
Converting Influence LLC

Susan Stansbury is the director of Converting Influence LLC. Converting...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
April 2016

F2F Magazine

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


<%@ language="VBScript" %>
feedback
We would love to hear from you about your experience using the new interface. A quick review of yours would help us give you a better experience.
Advanced Search