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Banana Republic Sparks a Retail Revolution

Imagine the perfect walk-in closet: spacious, elegantly designed, the ideal blend of classic and contemporary. Now imagine if that slice of fashionista heaven could multiply, with each iteration flawlessly tailored (pun intended) to suit the many-layered demands of modern-day style. A room devoted to 9-to-5 vogue. Across the hall, an unrivaled selection of party dresses to cut a breathtaking silhouette after dark. And in the center of it all? Shoes, handbags and eyewear.

It may sound too good to be true, but it’s the new reality for Banana Republic. This fall the retailer is launching a new concept in Scottsdale Fashion Square, as well as in other priority markets, such as Las Vegas and New York’s SoHo neighborhood this fall.

The redesign features a wide, central boulevard lined by intimate shops encompassing a total of 7,500 square feet. Each boutique addresses a unique wardrobe need: dinner with clients, networking over cocktails, a gallery or nightclub opening, even Sunday brunch. The retailer brings its “A” game with 360-degree personalization, from hemming and alterations to an on-site professional stylist, concierge services and a Web kiosk for only shopping, minus shipping charges.

The revamped Banana Republic experience was created with its core consumer in mind, what Head of Store Design Mark Nitkey calls the Modern Soul. “They are well-traveled and appreciate the finer things,” he explains. “They love style and know that true style is more than just about the clothes they’re wearing; it’s about how they live their lives and the relationships they create with friends and family.”

The company’s decision to reimagine the traditional retail shopping experience was sparked by the need for continual innovation, particularly in a less-than-hospitable economic environment. Consumers are playing their cards close to the chest, and it takes creativity and a novel strategy to win their loyalty. Says Nitkey, “Especially now, we want our customers to feel excited about the direction of the brand every time they visit our stores and every time they view our product.”

But although the in-store experience may be evolving, Creative Director Simon Kneen assures Banana fans that its apparel aesthetic remains the same. “Our customers rely on us to design product that feels right for them and familiar coming from our brand,” he notes.

Try something new at www.bananarepublic.com

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