Hit any mall and you are bound to find a Banana Republic. The brand has been a subsidiary of The Gap since 1983 and has been a staple in many people’s closets for a number of years. Over the past 40 years it has been considered the upscale version of The Gap and/or that go to place for your business looks. In more recent years with many of its products indistinguishable from other brands, Banana Republic seemed to be suffering from an identity crisis. But, have you popped into a store lately? Things have changed and Banana Republic is enjoying a bit of a resurgence. Banana Republic is now on the DCFashion Fool’s places to shop.
A brief Banana Republic history
Banana Republic was started in 1978 by Mel Ziegler and Patricia Ziegler. With $1500 and no business experience, the couple created a company re-imagining military surplus as safari and expedition wear. After altering and repurposing the military garb, the clothing was originally sold at a flea market in Marin County. Soon the couple opened a store creating intriguing stories about their clothing along with illustrations of the clothes. Soon a catalog was developed and by 1983 the company was sold to the Gap. The Zieglers would continue until 1988 where Banana Republic saw explosive growth with stores opening nationwide. The store had a safari feel and an expansion of the catalogue seem to capture the public’s attention. However, when the Ziegler’s left, the catalog was discontinued and the brand’s designs adopted a more sportswear focus look.
The Zieglers have documented their experience in the book, Wild Company: The Untold Story of Banana Republic.
A new change
During tFall of 2021, Banana Republic reintroduced its new brand identity. In a press release, the company stated that it was winking at its heritage while reinventing itself for today’s modern world. The Fall 2021 campaign kicked off with The New Look. “With The New Look, our goal is to create silhouettes and branding that is always nostalgic and simultaneously contemporary,” said then Chief Brand Officer, Ana Andjelic.
The change was almost immediate. There was a shift from the typical workwear designs to updated looks giving a nod to the company’s safari inspired looks from the past. However, these new looks are not gimmicky but rather updated for a new modern sensibility. There also seems to be an increased level of quality to the clothing clearly moving to a more upscale look. Stores too were given an upgrade. As with the upscale look of the clothing, stores now have been updated to accommodate the new aesthetic.
Not all rosy
While this new sensibility has been given praise by the industry, media and ultimately the consumers, Banana Republic is not without its detractors. First is the contingent that thinks it is time for the company to change its name. As defined by dictionary.com, a banana republic is a noun usually used disparaging meaning, “a small, poor country, often reliant on a single export or limited resource, governed by an authoritarian regime and characterized by corruption and economic exploitation by foreign corporations conspiring with local government officials.” An article published by Fast Company, makes the argument the name change is warranted given the fact that the term, “banana republic” is very problematic. Moreover, safari clothing is rooted in colonialism and the de facto uniform of British colonizers in Africa and the “badge of the ruling race.”
The other concern is that the change in style is much different than what BR’s current customer base expects. Quoted in an article at Forbes.com, Nikki Baird, vice president of retail innovation at Aptos said, “It’s one thing to revamp your brand, it’s another thing to revamp your brand while also completely changing who you target with that brand.”
Despite these opponents, BR has been a rosy spot in the Gap’s portfolio. Although some locations are being shuttered, the company has seen an 8% sales growth during the fourth quarter. Moreover, recent ads and viral TikTok trends have garnered an increase demand for some of the brand’s more popular pieces.
Why to shop at Banana Republic
The DCFashion Fool recommends Banana Republic as a place to shop for a variety of reasons. With the introduction of the “New Look”, there has been a marked improvement in the company’s clothing. The designs are fresh and modern. BR focuses on designs that are a nod to their past as opposed to knock offs of current luxury brands. In addition, there’s been an increase in the quality of fabrics used and there seems to be a greater attention to detail in the construction of the garments. While this has led to an increase in prices, BR has now positioned itself to be in the affordable luxury market. Despite this designation, there are always some great deals to be found. The sales section has some great finds. Some are even from the current season. Sizes tend to be limited so act fast. I’ve taken the liberty to showcase some of the great steals. This includes some fantastic pieces from the BR Athletics capsule collection. BR Athletics is a gender-inclusive collection inspired by retro athletic style, re-interpreted with an irreverent attitude. You’ll thank me later!
Make room in your closet for mot to be missed elevated casual pieces and even some stylish formal wear.
Shop my Style
Cotton-Cashmere Dress Shirt | BR ATHLETICS Varsity Sweater | Derby Suit Pant | Heritage Shearling Flight Jacket all by Banana Republic | Sunglasses – Louis Vuitton | Shoes – Gucci
Photography: Occasionally Luxe Banana Republic history and catalog images courtesy of Abandoned Repbulic
