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What Happened When Banana Republic Went Trendy

UmmLila (Lisa)

Veteran

An article from Racked.

http://www.racked.com/2016/3/2.....n-to-color

I've never been a huge Banana shopper, just the occasional item. For those of you who shop there a lot, what do you think!

Shopping

42 replies

Latest reply was from Marilyn

Tanya

Veteran

Interesting article. I tend to shop at BR a lot, but I am probably not their typical customer as I absolutely loved the new, trendier BR last year. However, I care about the trends and tend to be an early adapter.
In the past I would buy only few classic, backbone items at BR and look for my trendy fix elsewhere. Last year, however, I was able to get them at BR and was quite happy about it. So I am a bit sad about their going back, though of course it makes sense for them financially. I wish they were able to do both - offer modern classic items as well as some trendier ones at the same time.

Anonymous

I love reading fashion business case studies, and this one was good, albeit not terribly surprising in content.

When I think of Banana Republic, I think of two things:

1. the clothes I bought there years ago (a few pieces of which I still have; the best example being a $400 cashmere ribbed cashmere sweater that I still wear today, and I bet is nearly 10 years old and a unwashed selvedge denim jacket also about 10 years old and a pale pink wool coat with a beautiful floral lining....also a fortune when I bought it and also about 10 years old) when BR was considered a higher-end brand offering tailored, fashionable , semi-luxury-type clothes for the average woman to wear to work. They had a gorgeous store on Bloor St in Toronto, and it was the highlight of a week of work in Toronto to find time to pick up a few things there. I knew my size, and it was ALWAYS consistent.

and then,
2. the fast-fashion, always-on-sale , "stuff" (and that's all it really is) I bought in a bit of a foolish frenzy when BR was finally here in my city with a small little store in our best mall. None of those pieces I consider my "good" clothes, none are of any real quality (except maybe the infamous chartreuse knee length coat mentioned in the article- lol) , and many have already been tossed or donated. I'm the first one to love a fashion forward store, but this was different and not really fashion forward in a very wearable sense, as the author stated. No two garments ever fit the same, and I could no longer use BR as a place to buy my better work clothes. Merchandising , stocking, new deliveries - all went downhill and now, I bet I haven't bought anything since last fall, nor do I go in every time I'm in the mall now. I do regret having been so caught up buying all the pieces I did over the past 2 years or so . It was just because they were always offering a great sale, and one could get a sweater for $50. But who is wearing that stuff now? Not me.

As cool a creative talent Marissa Webb is, she completely misread the BR customer.

Jenn

(website)

Veteran

Does anyone else remember when BR was full-on safari outfitter style? In my junior high in the 80s, nothing was trendier than BR waffle henleys with the visible tag on the back of the neck. I have vivid memories of going to buy mine, and them having a jeep surrounded by jungle plants in the store display.

This is why their heritage collection so often makes me smile.

Angie

(website)

Fashion Stylist

I'm nodding along with what Tanya said. I buy a few pieces at BR every season because I like the look, quality and fit. It's always worth looking at their ranges, and some seasons are better than others.

I think it's good that they are reverting back to what they do best - lots of tried and tested, appealing colours, great quality, fab career wear, excellent fit, and some trendy pieces. All the black and grey and oversized fits in the last few years were a mistake in my opinion. And the quality went down too. As soon as they brought back the colour and quality - things began to sell - like right now! Their Spring 2016 range is fab. Lots of tamed trends in good colours.

kkards

Veteran

not to mention that during the trendy year they painted the interior of my BR dark grey.....do you know how unappealing it is to shop for clothing in a store painted dark grey? fortunately, they have recently repainted a nice light creamy white

barbaraq

That's so true, kkards! When I went into my local mall BR last week, I thought I had walked into the wrong storefront, it felt so light and airy. Dark grey walls in dark grey, dreary Seattle was such a turn off.

JAileen

Veteran

The original store was in my home town. It opened the year I graduated from college and moved out of state. I eventually moved to Houston, with the fabulous Galleria Mall. There was a BR there, across from Tiffany's. I bought some cute safari shorts and tops there in my favorite colors.

Anonymous

I used to think that Banana Republic was the pinnacle of shopping in my area. I have been so disappointed in the stuff they've been selling the past few years that I don't waste my time by going into the store. I glance at the windows as I pass by, but I view their stock as overpriced cleaning rags.

I wonder who they are going to sell to now? Because I doubt people like me have the time to stop by just to see if their stock has improved. And personally I doubt it will improve, no matter how many articles they write. Once a merchandizer decides that they can get away with selling garbage, they never revert to quality. Never.

Angie

(website)

Fashion Stylist

Sterling, having been a fashion buyer for many years - I see it differently. A retailer deserves the chance to start over at the start of a fashion season. Always. That's fair, wise and positive. Budget retailers like the Loft turned themelves around. So did H&M and Target. I see no reason why BR can't revert back to a strategy that works for them.

Greenjeans

Veteran

Yes, Jenn! I remember. Then they become the office wear store.

I say bring back the safari.

Anonymous

I didn't know BR used to be high-end.
My experience is that this store is quite a lot better than the GAP, for about the same price. So that's good for this bargain hunter!

I honestly hadn't noticed that they'd veered off course in the past few years. To me, it seems like they have roughly the same level of classics vs. trendy items as before.

I do like their spring florals, particularly the green one.

milehighstyle (Linda)

Veteran

Like Angie and Tanya, I find a few items I like at BR every season. I've returned my share of online purchases that were disappointing, but there are many BR pieces in my wardrobe that I absolutely love and wear a lot. Yes, Jenn - I sure do remember when BR was safari outfitter style in the 80's and in the early 90's they did sleek minimalist suiting that my best friend wore. I think they were out of my price range back then and they didn't yet carry petite sizes but I wished that I could shop there.
I find that the merchandise changes often enough that if I don't like one collection it's not very long before new items come in that I like.

Anonymous

I agree, Angie. I really do. Right now, I don't have the time to see if they have changed or not. I'll wait until news filters down to me through the internet.

Helena

Veteran

I could not be more delighted to hear that BR is moving back to its roots - I used to love their tailored sweaters and classic pieces, which are harder and harder to come by in styles that are classic but up-to-date, age-appropriate, decent quality (I don't need it to last ten years, but give me a couple of seasons!) and options that can be smartened up as well as made to work for more casual lifestyles. I hope they can find some middle ground on price vs. quality so that I can continue to afford them though!

Kathleen

My biggest problem with BR over the last year or two have been the boxy cuts, as mentioned in the article. It's normally a cut I stay clear of and there were far too many of them. Plus wild colors and the fabric quality has definitely gone down.

Anonymous

I was recently in our BR store to help my oldest DD shop for work appropriate clothing. We had to sift through a lot of stuff to find a few classic pieces that were suitable and that fit her. I don't mind trying a few trendy pieces, but I do want to see BR carry more classic clothing.

Nebraskim

Veteran

I used to always like the look of their collections but as a size 12, I am on the cusp of being sized out, so I rarely actually bought anything. I'm a person who looks at a lot of clothing at a lot of different stores, mainly to get ideas on how to style things in new ways. I often browse BR but I cannot remember the last time I bought anything there.

rachylou

Veteran

I remember when BR had, *like,* pith helmets, lol. I've never really been preppy or classic enough for BR, although I've gotten some moth food there (sweaters). The pants have always especially been no go for me. BR has been good to my cousins tho.

Gap is a local company...and I tell you, they regularly lose their way. I think they're like Meg Ryan. The folks get bored and want to break out, but everyone wants to see them in the same sweet and quirky role.

I do think these companies like BR need to stop trying to do runway. That this would help. They are populist venues. Runaway trendy, not runway trendy. Consistency in message is extremely important. If they want to go fancy, they need to create a new separate brand and keep the connection secret because it's just dissonant.

And so sayeth Rachylou!

texstyle

(website)

Veteran

Jenn, I remember the old "original" BR too - I bought a really cool jumpsuit back in the day (80's) that was made out of a supersoft sweatshirt material. I loved that darn thing and it was very "safari travel ready".

ETA: I should have added, that was back when they did the illustrated catalogs and you had to phone or physically mail in your catalog orders.

Suz

(website)

Veteran

I buy a lot at BR because it's one of the few options available to me with free delivery/returns. (I am in Canada and not in a major city so have to shop a lot online). Also, my DH buys (or used to buy) a lot of his clothes there. But in the past 18 months we had both been disappointed. For me, the problem was colours (or lack thereof). I don't need more grey and black. I also felt that most of the knitwear was poorer quality than in the past. For him, changed cuts made it super frustrating to find his size or correct fit.

I'm happy they will go back to what they've always done best, because I tend to use them for my core items (like Sloan trousers or simple knits) and get my hit of trends elsewhere, as Tanya mentioned.

One of my oldest wardrobe items is a pair of BR Heritage distressed "slouchy skinny" jeans that I bought immediately post weight loss, 2010...I still love them and they are durable!

Barbara Diane

Veteran

Rachylou, thanks for the smile re: the Gap/Meg Ryan comment.

Anonymous

I love the Meg Ryan comment too. Best one of the day

Sally

Veteran

I don't live in the US but have visited in 2009 and 2013. Both times I got fantastic jackets from BR. I still have both of them. One is a grey flannel jacket and it is quite timeless, and I have worn it so much. The other is a blue hacking jacket. I have even thought of ordering another one from here.

MsMaven

Veteran

Hooray! I do remember the first safari BR store in our local mall--the jungle animals in the front, and lots of Raiders of the Lost Ark leather jackets and hats.

I've bought a lot from BR over the years, but not lately. I've complained about the lack of color and decline in quality, but the styles and fabrics have been terrible lately. Their jackets and blazers and the Martin pants fit me very well and lasted a long time. I loaded up on merino sweaters in pretty colors. Lately I've shopped in the store and came out with nothing, disappointed. Even the skinny jeans I bought on sale last summer are looking worn already.

This is very good news. I don't ask for the whole store to be aimed at me--just a few of my favorite things will get me to pull out my card again.

Laurinda

Veteran

Memory Lane... back when Banana Republic's name made sense.

IMHO these days they are a higher-priced version of Gap, but I'm not really their market.

ETA: A few more 1980s BR catalog pages. I would be much more interested in these types of clothes today over BRs current offerings -- I want that Safari dress (in an updated length and tencel-blend fabric ). But then I am more of an LLBean customer than BR. I can see Angie's point that a retailer can reinvent themselves each season, but I find it reassuring that LLBean ca 1980 is still recognizable as LLBean 2016.

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Mary Beth (formerly LBD)

(website)

Veteran

I miss the old Banana Republic, the one that actually had merchandise that went with their name: Banana Republic! To me, BR was safari, adventure, the well-heeled world traveller. Basically, BR was the Ralph Lauren safari-fix that I could afford.

When I find old BR leather pieces at thrift or retail, I rejoice, because the leather is thick, soft, supple, and the colors are rich and beautiful.

I don't quite understand why stores like J.Crew, that always kind of said "New England, preppy, yachting crowd" to me, and BR, shifted away so drastically from what made them stand out, and gave them character. Did retail change that much? I was living in Japan for most of the early 2000's, and I guess I missed this shift.

Most retail these days seems to cater to the flat-chested, slim-hipped women of the world - or the women of the world with implants that stand up on their own and don't need a bra. Strappy, shallow-cut bodices on dresses and summer tops.

And the alternative, if you wear anything bigger than a c-cup, seems frumpy and dumpy. Or the color is off. Or it's like something even my 90-year old grandmother would turn her nose up at. It's why I shop secondhand so frequently.

K. Period.

Veteran

I remember BR as an outfitter theme too! Mostly, I remember incredibly nice linen and linen blend tops from them, back in the day. I had the most gorgeous linen knit tee from them.

I'm one of the people who relied heavily on BR for updated classic work wear, and I'm glad to see them returning to it. It used to be the place where I went to buy quality clothing with a younger, fashionable feel. Not trendy fashionable, just current fashionable. Something that worked in a professional (non-creative) office, but didn't make me feel like my mom.

I never really understood why they deserted their old client base to compete on trendy turf. I've learned to love me some trendy, but there are a lot of retailers who already had that turf marked out and lots more retailers with it in their sights. It was like they all saw how much money was to be made with H&M and were desperate to get their piece of it. Not surprisingly, it didn't turn out to be the quick cash goldmine that they thought it would be.

I've got my fingers crossed for the return of lined wool trousers!

Jenn

(website)

Veteran

Laurinda, those catalog pages are amazing. They remind me of J. Peterman, which always has the most beautiful, fun-to-read catalogs (although reality rarely matches up).

Classically Casual

Veteran

I have about equal success in J Crew and Banana Republic these days.
Usually sweaters and tops and never paying full price. I'm quite smitten with this BR sweater I bought today at 50% off. One needs to be persistent and strike when something good turns up ☺️

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Birdseye Jacquard Open Cardigan

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