BANANA REPUBLIC

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BANANA REPUBLIC

• Courtney Baldwin, Ashley Hardesty,
• Layden Pearce, Caroline Winget

2
Introduction

• Owned by Gap, Incorporated
• Established in 1978 bought by Gap in 1983
• Accessible luxury brand
• high quality at reasonable prices

3
Overview

• Company History
• SWOT Analysis
• Mental Map
• Brand Element Analysis
• Competitors
• Brand Architecture and Hierarchy
• Marketing Components
• Brand Recommendations

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Target Market

• Male and Female Generation Y (1980s - early
  1990s) and the younger Generation X (late 1970s)
• Those who value a professional and sleek look for
  both work and play
• Those who prefer classic styles instead of
  fleeting fashion trends
• Target market responds well to tailored marketing
  programs

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SWOT AnalysisStrengths

• Loyal customers
• High quality clothing
• High level of customer service
• Organized and luxurious store atmosphere
• Factory outlets
• Online store

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SWOT AnalysisWeaknesses

• Perceived as excessively sophisticated and
  potential customers are unaware of the casual
  products that are offered
• Prices need to be adjusted to be more accessible
  to Generation Y who are just starting out in the
  professional community

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SWOT AnalysisOpportunities

• Develop a childrens line to compete with J. Crew
• Develop global image by expanding internationally
• Online shopping becoming more popular
• Offer more products and specials online to bring
  in new customers

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SWOT AnalysisThreats

• J. Crew, New York Company, The Limited, and Ann
  Taylor are competitors
• extremely similar products
• New York Company offers professional attire at
  lower prices
• J. Crew offers a childrens line in addition to
  adult clothing.
• Poor economic situation makes consumers more
  frugal.

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Mental Map
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Brand Element Analysis

• Memorability
• easily recognized by clean lines and neutral
  colors
• consumers know BR logo stands for Banana Republic
• Meaningfulness
• provides sophisticated and classic styles

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Brand Element Analysis

• Likability
• Sleek and professional image
• Rich fabrics
• Simple designs
• Transferability
• Memorable name that is associated with quality
  could easily be used for line and category
  extensions

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Brand Element Analysis

• Adaptability
• BR Logo can be easily updated and modernized.
• Packaging is classic and timeless
• Protectability
• Clothing style is simple and can easily be
  imitated by competitors

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Competitive Analysis

• Top competitors include J. Crew and Ann Taylor.
• Ann Taylor clothing shares a similar price point
  with the BR Monogram collection.
• Original Banana Republic collection is at a
  slightly lower price point.
• Ann Taylor has 900 stores.
• including LOFT, LOFT outlet, Ann Taylor, and Ann
  Taylor Factory
• J. Crews clothing is at a slightly higher price
  point.
• J. Crew has approximately 320 stores.
• Banana Republic has 600 stores.

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J. Crew/Banana Republic Points of parity
POP
J. CREW Similar price point Young professional target audience Online factory store Offers Tall men and Slim men collection Offers store credit card Career professional clothing style
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J. Crew/Banana Republic Points of Difference
POD
J. CREW Childrens line Offers a wedding line Offers a swimwear line J. Crew stores are typically higher priced Gap, Inc stores have a variety of price points J. Crew offers many special sizes in clothing and shoes
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Ann Taylor/Banana Republic Points of Parity
POP
ANN TAYLOR Similar price point Young professional target audience Factory stores Offers store credit card Career professional clothing style
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Ann Taylor/Banana Republic Points of difference
POD
ANN TAYLOR No mens line Offers a wedding line Offers a swimwear line Less advertising than Gap, Inc. Stores in 46 states, District of Columbia, and Puerto Rico Gap, Inc has stores worldwide Ann Taylor stores are typically higher priced Gap, Inc stores have a variety of price points
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Objectives Strategies
Banana Republic Provide a one-stop shop for professional clothing. The brand offers elevated essentials and sophisticated seasonal collections of accessories, shoes, personal care products and intimate apparel. From work to casual occasions, Banana Republic offers covetable, uncomplicated style. (Gap, Inc - Our Brands) Store credit card with rewards Online shopping Factory store approximately 600 stores
J. Crew Provide a one-stop shop for professional clothing for the whole family, as well as children. Store credit card Online shopping Online Factory store Childrens line (one-stop shop for parents) 320 stores Catalog Student discount
Ann Taylor Provide clothing for professional, semi-affluent women. Meeting the evolving needs of women who want feminine, stylish, and versatile fashions that offer great quality and value and that inspire women to look as beautiful as they feel. (Ann Taylor Stores Corporation) Store credit card Online shopping Factory store, LOFT outlets Close to 900 stores Own e-commerce website Student discount
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Brand Extensions Positioning Strengths
Banana Republic ALL FOR MEN AND WOMEN BR Monogram (tops, bottoms, accessories) Heritage collection (tops, bottoms, accessories) Accessible luxury apparel for men an women Original line is less expensive than competitors Less expensive than competitiors Under successful corporation (Gap, Inc) Carries Gaps reputation of being casual and trendy
J. Crew ALL FOR MEN AND WOMEN Luggage collection Monogram shop (Shirts and womens swimwear) Wedding collection (clothing for brides, bridesmaids, grooms, flower girls, and ring bearers) Resort shop (Vacation-wear) Childrens line (crewcuts) Trendy and hip Accessible luxury, but more expensive than original Banana Republic line Clothing for the whole family Publicity by being worn by the First Lady Online Factory store offers discounts
Ann Taylor ONLY FOR WOMEN Wedding line (Wedding dresses, bridesmaid dresses, honeymoon clothing, accessories) High quality classics for working women Upscale Timeless and classic looks LOFT stores offer similar clothing for less expensive price Many store locations
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Brand Architecture
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Product Hierarchy
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Marketing components
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Banner
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Extensions

• Youth Clothing
• Office supplies
• Furnishings

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References

• Ann Taylor Stores Corporation lthttp//www.anntaylo
  rstorescorp.com/gt
• AnnTaylor Stores Corporation Company Profile -
  Yahoo! Finance. lthttp//biz.yahoo.com/ic/14/14959.
  htmlgt 
• ANN TAYLOR Women's Clothing, Suits, Dresses,
  Cashmere, Sweaters, Petites .lthttp//
  www.anntaylor.com/home.jspgt
• "Banana Republic." Banana Republic (2010) n.
  pag. Web. 12 Nov 2010. lthttp//bananarepublic.gap.
  com/?gt.
• Banana Republic, LLC Company Profile - Yahoo!
  Finance. lthttp//biz.yahoo.com/ic/116/116955.htmlgt
  
• Gap, Inc. - Our Brands - Banana Republic
  http//www.gapinc.com/public/OurBrands/brands_br.s
  html
• "Gap Inc. The Common Stock." Yahoo Finance
  (2010) n. pag. Web. 12 Nov 2010.
  lthttp//finance.yahoo.com/q?sGPSgt.
• Holmes,Elizabeth.  (2010, May 5). Corporate News
  At Gap, Two Brands on Mend, One to Go. Wall
  Street Journal  (Eastern Edition),  p. B.5. 
  Retrieved September 8, 2010, from Wall Street
  Journal. (Document ID 2024789371).
• WWD Women's Wear Daily 01/25/2010, Vol. 199
  Issue 16, p3-1, 1p