Competitive Fashion Report

BANANA REPUBLICM E N S W E A R

H I S T O R I C A L A N A L Y S I S

• The first Banana Republic was opened in 1978 in

San Francisco by Mel Ziegler. • Originally known as Banana Republic

Travel and Safari.• Clothing Company specializing in

travel and safari wear.• In 1983, Gap, Inc. acquired the

company and had rapid expansion. • By the late 1980’s, sales had slumped

and they decided to shy away from the travel clothing.

• Original owner, Mel Ziegler, resigned

stating they had cultural and creative differences with the management of Gap.

• Started to introduce new colors and fabrics, as well as new product lines, such as accessories and sleepwear.

COMPETITIVE SHOPPING REPORT

KRISTIN EAKIN

MARI GANNON

AUSTIN CRUMPLER

C O M P E T I T O R S

EXPRESSJCREW

ASPIRATIONAL

GUESS

BANANA REPUBLIC

WHAT WE FOUND IN-STORE

O V E R V I E W

Business & Casual WearClassic ApparelTailored Looks

Made to fitPolished and Work Focused

Comfort & Style

EXPRESS

THE CLAIM:

O V E R V I E W

StretchBusiness & Casual Wear

Combinations for Work or WeekendStreet Style

Suiting

JCREW

O V E R V I E W

Vintage InspirationVaried Denim Washes

AuthenticFocused on Body Movements

Comfort/CasualCompromising Fits

GUESS

O V E R V I E W

Superior ComfortAthletic TrendFlexible Fabric

Smart Guess TechnologyAmbitious Marketing

R E C O M M E N D A T I O N S

- Because the Traveler Jean is the highest selling men's denim product, it could more efficient if the item was better visible rather than in the back left

corner next to the dressing rooms- Sales associates should improve their product

knowledge and refrain from making guesses when answering questions about the merchandise

- Increasing the number of washes and styles for the denim; there were higher quantities of dark

washes compared to lighter washes. 

R E F E R E N C E S

Bananarepublic.comExpress.com

Jcrew.comGuess.com

In-Store report*