GLOBAL RELEASE—Banana Republic breaks new ground in reintroducing its new brand identity, positioning, and brand promise this Fall—with a wink at its heritage while reinventing itself for today’s modern world.
The 43-year-old iconic global lifestyle brand reimagines every detail of the customer experience in the form of democratic, approachable, and inclusive luxury. These are made evident in its immersive product stories seen in-store and on digital platforms, down to the updated quality of product designs and fabrics, where customers are promised to see elevated experiences and details across all touchpoints.
Images courtesy of Banana Republic via SSI Group, Inc.
The brand zooms in the focus of achieving believability of our social and cultural actions. The Fall 2021 campaign deconstructs what made the brand successful in the first place. In a statement Banana Republic highlights,”We wanted to remind people that Banana Republic is part of the fabric that brings people joy, belonging, and meaning. We use our brand DNA to start the cultural conversation, build a relationship with diverse communities, champion different cultural voices, and reintroduce our brand as relevant, exciting and current.”
The recent Fall campaign brings back the spirit of Banana Republic brand origins and expresses them in a modern way: “We bring back the Fun, Witty, and Optimistic Spirit that once was the heart of the brand; We are putting forward an invented and dreamlike brand world in the form of Inclusive Luxury: competitive price point, emphasis on quality, luxurious fabrications, and responsible design & production.”
The brand furthers, “Banana Republic is a destination to shop for elevated, luxury products at a more affordable price; and, We are using imagined territories as a springboard to Redefine Fashion, Design, Creativity, and Sustainability. At Banana Republic, we are committed to making better decisions about our products. Discover more about our legacy of upcycling, conservation efforts, sustainable styles, and initiatives to make the world better, one garment at a time.”
INCREASE IN SUSTAINABLE FABRICS
Images courtesy of Banana Republic via SSI Group, Inc.
Traversing the world of upcycling clothes to mend, modernize, and make their own. Banana Republic echoes the spirit of adventure and vision for sustainability up to this day.
By 2023, the brand aims for a more Sustainable Denim, focusing on water savings, which uses at least 20% less water in the garment, sourcing more sustainable fibers, using more sustainable dye methods, eco-friendly finishes and trims made from recycled materials; To use 100% sustainable cotton, sourcing more sustainable cotton including recycled, Indian-grown organic, and American-grow cotton; and, To use 50% sustainable fabrics, sourcing recycled and responsible wool from vendors that are compliant under the Responsible Wool Standards; linen and recycled polyester.
By 2025, the aim then is to reduce water impact & promote cleaner chemistry. Currently, 50% of its products use techniques that save at least 20% of water at our facilities and use cleaner chemistry in our supply chain.
FALL SUSTAINABLE STYLES
Images courtesy of Banana Republic via SSI Group, Inc.
Providing styles for men and women, which use sustainable processes, fabrics, and materials: For this season, Women’s Sustainable Styles include Straight-Fit Ankle Pant, Flyweight Cargo Jogger with Core Temp, High-Rise Straight Organic Jean, High-Rise Slim Jean, Slub Cotton-Modal Crew-Neck T-Shirt, Off-the-shoulder Sweater Dress, Fitted Ribbed Tank, and Classic-Fit Poplin Shirt.
Men’s Sustainable Styles include Motion Tech Short, Motion Tech Jogger, Organic French Terry Hoodie Sweatshirt, Double-Knit Zip Sweater Hoodie, Untucked Standard-Fit Double Weave Shirt, Authentic SUPIMA® Crew-Neck T-Shirt, and Slim Luxe Traveler Rinse Wash.
Images courtesy of Banana Republic via SSI Group, Inc.
Banana Republic VIP customers can enjoy exclusive offers, VIP access, Plus, other benefits: P1,000 welcome voucher, Annual milestone vouchers, and A special Birthday treat.
Know more about the VIP Program here.