Banana Republic
Consumer Segmentation
Welcome to Your Website.
We've built the website out for those that have no time, a bit of time, and lots of time. We know how it is in this industry! If you're one of the 'no time' people right now, head to the Overview section, where you'll find a quick summation of the segments - also helpful if you want a quick reminder of the key differentiators between the segments overall.
Got a bit of time? Head to the Segments section of the site, where you'll find succinct descriptions of each of the consumers for Banana Republic, lunch-break material kind of insights. In each segment, you will find an overview, their inspiration and interests, along with where they buy, and what it means for Banana Republic.
Stuck in an airport with a cancelled flight? Get to know the consumers on a personal level and wile away the hours reading about their lives, loves and loathes through real-life consumer case studies, found at the end of each Segment introduction.
Just fancy a scroll? Want to win an argument about the difference between fashion and style? Been tasked to talk about sustainability? Head to the Key Topics section where you can grab a better understanding of some of the key conversations for and around the consumer.
Last but not least, you can find Videos of each segment. They're a minute-long for each segment, and will give you a visual understanding of who each of your segments are.
We have purposefully left the consumers words unedited, save for a few asterisks here and there, to ensure their voices are heard. Any uncomfortable reading is not intended to offend but rather to bring the consumers thoughts, feelings and opinions to life in a way that is true to what they told us.