In an effort to remain relevant in today's competitive fashion market, Banana Republic debuts its fall 2021 campaign entitled The New Look.
President Sandra Stangl explains that the company is "reimagining every detail of the customer experience in the form of democratic, approachable and inclusive luxury." From its digital presence, in-store customer experiences, and updated product designs, Banana Republic customers will experience an elevated and comfortable shopping excursion.
The new fall line is informed by the mythical American aesthetic, imaginary San Francisco, and the late 1990s. The line attempts to blend aesthetics that would not typically go together to produce The New Look. San Francisco is home to the brand's founders Mel and Patricia Ziegler. The brand will continue its famed "safari look" by upcycling military garments to honor the founders.
Contemporary Fashion Rebranding Campaigns
Banana Republic Launched 'The New Look' Fall Campaign
Trend Themes
1. Mythical Aesthetic - There is an opportunity for brands to experiment with blending various aesthetic styles in their designs to create a new and distinct look that resonates with consumers.
2. Inclusive Luxury - There is an opportunity for brands to prioritize accessibility and inclusivity in their marketing and product designs, and offer a luxury experience that is still approachable to a wider range of consumers.
3. Upcycling and Sustainability - There is an opportunity for brands to prioritize sustainability and ethical practices by incorporating upcycling and repurposing of garments into their design process.
Industry Implications
1. Fashion - Fashion brands can adopt elements of Banana Republic's rebranding campaign to remain relevant and competitive in the industry, while connecting with customers on a deeper level.
2. Retail - Retailers can explore innovative ways to enhance the customer experience in-store and online, and provide a comfortable and elevated shopping experience to customers.
3. Sustainability - Sustainability-oriented businesses can take inspiration from Banana Republic's commitment to upcycling and repurposing garments and consider incorporating similar practices into their own operations.