Banana Republic Transitions Brand

Discussion
Sep 15, 2003
George Anderson

By George Anderson


Gap’s Banana Republic division thinks it’s time men started wearing suits again and it’s saying so in its mailers and in the windows of its stores.


The San Francisco Business Times reports Banana Republic has launched two new lines of men’s suits in the chain’s 440 stores.


Jack Calhoun, executive vice president, Banana Republic explained the chain’s entry into the men’s suits category. “People want to be more dressed up,” and they “are looking
for that in the workplace.”


Mr. Calhoun explains the retailer’s transition from khaki to pin strips. “The heritage of Banana Republic is very casual and casual weekend wear, and we’re transitioning more
into a lifetsyle brand,” he said.


Moderator’s Comment: Is there a trend to more formal attire in the workplace? What are your thoughts on Banana Republic’s
expansion beyond casual apparel?


Suit sales would have to be up. If you’re unemployed, you need to wear one to interview for a position with a company that has a casual dress policy. [George
Anderson – Moderator
]

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