Open Letters

As part of the work, we asked some of the respondents to write an 'Open Letter to Banana Republic’, ranting and raving directly about the things they love, loathe, miss and mandate from us as a brand.

To break the reader in gently, however, we begin with the Polished Professional, undoubtedly the calmest of our consumers who feel we tend to service and understand them well. From there, we make our way through to the Budget Fashionista and the rest of the segments.

As you will read from our Polished Professional respondents, they tend to simply have tweaks and nuances that they ask us to take note of. For instance, Michael is tall and can’t get pants from Banana Republic. Taylor is very into the gym, and our shirts don’t fit his muscles. From a designing perspective, this is really important. With health and fitness growing as a trend, particularly in our key segments, designing products to help the consumer show off their hard work feels necessary and commercially viable. Yes, Banana Republic should be thinking about Plus Size, but so too should we be thinking about ‘fitness size’, the human body is changing shape and our designs must too. 

Perhaps the only quarrel from the Polished Professional is around price, some pieces are just too hard for them to reconcile with [for instance, Dena talks about finding it hard to validate spending over $60 on a dress, particularly since she’s not buying a fashion dress, but rather what she sees as a staple product]. Interestingly, however, the Polished Professional is also buying from Factory and off the sale-rack, as their open letters and interviews show. This said, since they do inherently trust us as a brand, and since we’ve always been a reliable, dependable source for them, the Polished Professional will literally ‘pay the price’ when they need to.

With our Budget Fashionistas, we can’t say the same. Often ‘ex-consumers’ [and often, ex-Polished Professionals], they used to lean on us for staples and business attire before they grew in their own fashion confidence; they’re looking for those pieces that help them stand out as fashion-savvy and in-the-fashion-know. Today, while they openly recognize the quality and assurance of Banana Republic, they simply don’t see themselves - or fashion - reflected within it. They tend to talk about ‘outgrowing’ Banana Republic, which is another way of saying that we as a brand didn't keep up. For the young-at-heart Budget Fashionista [who are indeed using fashion to keep them young], they see Banana Republic as a brand that caters for older generations/consumers rather than themselves.

When it comes to design, it is no surprise that our Budget Fashionistas lament the lack of color and patterns in our products, since both are intrinsically linked to fashion [‘the color of the season’, ‘the pattern of the season’]. Without colors and patterns with which to pop, the Budget Fashionista is left with neutrals that they have little time for.

As a consumer, they’re keen to save on product yet switch pieces up regularly, which means that a $200 blazer won’t cut it with them - it literally makes no sense for someone so astute about saving. However, a blazer with an element of ‘pop’ that they can wear for seasons ahead and stand out with does make sense - this is where they’d spend their money. Importantly, as Nailah in Detroit also points out, Millennials [and the pandemic] are reconfiguring how one dresses for the office. Ensuring we’re taking that into account with our offering is key, particularly if we want to bring the Budget Fashionista back in.

Let’s hear from the Budget Fashionista and Streetwear Sophisticate before we move on…

Polished Professional

Dear Banana Republic,

I love your website’s branding, and a lot of items in the selection fit well with my style for everyday/business casual clothing. I also want to say thank you for using a diverse group of models in terms of shapes, sizes, colors, and hair textures! Well done!

I do feel some of the price points of Banana Republic in the dress and denim category are a little too high for the average person. For example, I’m loving the look of the Essential Midi Shirtdress and the Poplin Mini Dress, but I just can’t justify spending more than $60 on a dress, unless it’s for a very specific occasion. Same for the skirts. And I refuse to spend over $70 on one pair of jeans, or $100 absolute max on a blazer. However, I feel the pricing for tops is on point.

I shop with you and I even used to have your credit card. When I shop with you, I usually go to the sale rack, or purchase 1-2 items for a specific event or occasion. Though the one thing I do see myself splurging on is your pant selection. Pants are such an important staple; I think it’s worth going for quality there. And lastly, I LOVE bodysuits, but I HATE thong bodysuits. Can we bring some bodysuits in with a full bottom please? 

Also, somehow, I forgot about the Banana Republic Factory. After taking another look at your latest selections and price points, I think I’m more of a Banana Republic Factory customer due to the price point right now. And actually, I see quite a few things to place in my shopping cart! Thanks for listening, I’m off to shop. 

Dena, 32, Richmond, VA, Polished Professional

Dear Banana Republic,

Your brand is so close to being ideal – as far as convenience, price, quality and style go, technically Banana Republic should be one of my favorite places to shop. But even though I have a number of pieces and feel like I have a positive relationship shopping with the brand, something is missing.

In a few ways, I can tell that Banana Republic clothing is a more expensive iteration of GAP styles, which makes it difficult to see the clothing as special or precious instead of utility clothing. I think the brand could take a lesson from &OtherStories which similarly is the sophisticated sister of a larger fast-fashion brand, H&M, but somehow manages to seem more boutique and stylish.

I appreciate a lot of the sophisticated styles at Banana Republic but I think a little bit of the soul is missing, which could be helped with a bit more specificity in personality, and by making the experience feel more unique and less like a mass brand. In many ways I could see you being the reincarnation of the 90s Calvin Klein collections I still love and that are back in style, just by changing some of the silhouettes and online experience.

I will say though, the in-store experience is lovely and relaxing, and is the reason why I still shop with the brand after many years. Thank you for listening, I’m really rooting for you to be the minimal sophisticated brand I’ve dreamed up in my head.

Courtney, 27, Harlem, NY, Polished Professional

Dear Banana Republic,

I don’t have any huge complaints to lodge against you. To be honest, I’ve always loved you. I used to only visit you because my husband was obsessed with your clothes, so we’d drop in together to shop and then I’d inevitably find some things I liked for myself too. Mostly, I’ll just say thanks for keeping it classy. I feel like you’ve always kept things steady and I never got fashion whiplash with trends when I’d visit you. Thanks for being there for a girl when all she needed was one single goddamn pair of black pants. They’re hard to find out there, but you never let me down.

Lots of love,

Amanda

PS: Could we just maybe all agree to never bring back the peasant top? They seriously don’t look good on anyone.

Amanda, 32, Richmond, VA, Polished Professional

Dear Banana Republic,

I hope this letter finds you well.

I would like to take some time to tell you where I think you have missed the mark on marketing to men who have an athletic build but want to have a professional style. See, this is a struggle for us men who have time and time again attempted to find clothing to fit our quads, or even our shoulders. I personally, being one such guy, looked around for years before finding that Banana Republic's fit, and in particular the Traveler Collection fit was perfect for my athletic build. I think this is a missed opportunity for Banana Republic to market to such men who do not want to sacrifice fashion and style. I feel that the marketing that is typical for Banana Republic is towards a slim, tall man’s figure, and while this is true for most athletic men, we also have issues finding trousers that fit due to the muscular weight we carry in our quads. Having a jean that is branded athletic fit does not provide any comfort for most of us. In fact, most athletic fits are boxy and do not flatter any styling. You have a wonderful product in the Traveler Collection, one that is well made and fits extremely well. While the marketing is mainly attached to this collection's comfort and all-day wearability, it is missing a whole sect of men who are searching for clothing to fit our body type. I hope you find this insight from a fan to be helpful.

Sincerely, thanks again,

Taylor, 32, Richmond, VA, Polished Professional

Dear Banana Republic,

I never used to be able to shop with you, because there weren’t stores near me, but since having the opportunity to experience what you have to offer, I have really come to love the men’s shirts, particularly the t-shirts and polos. They’re comfortable, they feel like they’ll last forever, and frankly I feel that I look good in them. My only criticism when it comes to shirts is that there isn’t much variety when it comes to patterns, particularly with dress shirts. I think there’s a fantastic base there with well-made and well-fitted shirts, but it’d be nice to have some other options!

The primary barrier in the way of my shopping more regularly at Banana Republic is that I am limited only to tops! I wear a 28 x 34 pant, and that isn’t a size carried either in-store or online. I was pretty bummed when I found this out, actually, because I have some more vertically challenged friends that had recommended the pants to me!

For me, it’s a drawback to lose the convenience of being able to shop an entire look in the same shop. Now, other stores have their issues with my size too - I cannot shop in stores for a pair of pants. Period. Not even Big and Tall. Turns out, they genuinely mean Big AND Tall, the plain ol’ tall without the big are excluded.

I can’t honestly point my finger to what has made Banana Republic more approachable for me in the last 5 years, but I know that I feel confident walking into the store (pandemic excluded) or browsing the website. I can say that I wish that there were more options for people my size to be able to shop for more of my closet there.

Thanks for your help!

Spencer, 31, Springfield, MA, Polished Professional

Dear Banana Republic,

You are among the few places that I do choose to spend my money at and whose clothes I frequently wear. While I recognize that the clothes I purchase at the Factory outlet stores likely differ in some way, as someone who does not possess a trained eye in being able to detect or differentiate between these differences, I appreciate that I can still achieve the look that I’m going for at a price that I can afford. I recently purchased a suit from the Factory outlet for a friend’s wedding that I ended up wearing and felt great in it without having to break the bank.

I have so many questions for you because I am so oblivious to the world of fashion and the entire industry as a whole. For example, what ARE the differences in product quality, if any, between the factory stores and the products that are sold in stores at the non-factory/in-mall stores? What kind of people do you all want shopping at your stores?

I don’t know that you all are doing anything wrong; as I’ve probably mentioned many times throughout [see interview] I am happy that I have been able to afford the clothes that I have – even if most of them are from the more affordable factory outlet stores. I get that you are a business and that profiting is part of that business model; so saying something irrelevant like, “I wish your clothes were cheaper,” goes against the very grain of that business model and undermines the integrity of what I am sure is a deeply involved process that revolves around the production and selling of the clothes that you all make.

Thanks for being there,

Michael, 30, Springfield, MA, Polished Professional

Budget Fashionista

Dear Banana Republic,

I don’t usually shop at your store because it’s not my style. When I think of business casual or business professional, I think of stores such as Express, French Connection and Banana Republic. These stores are my go-to whenever I need to find something for a job interview, but they do not reflect my personal style. I do not think these stores should cease to exist or revamp their entire brand into something else. Because if they do, where will I go when I need that type of clothing?

I do own a few pieces from you, but I think the main reason why I don’t shop with you more often is because you don’t offer a lot of colors, most items are neutral colored. And you don’t offer a lot of prints, most items are solid color. I would die to have a colorful, printed, professional wardrobe.

Millennials are redefining what’s appropriate in the office and what’s not, but it still feels like you’re designing for the generations before us. Give me fun professional clothing! Give me bold patterns! I know that there are many people who prefer neutrals over bold colors. But I think we can all agree that we want more expressive clothes to wear to the office.

Looking forward!

Nailah, 30, Detroit, MI, Budget Fashionista

Dear Banana Republic,

I used to shop with you all. The quality of your clothing is very good, but I find the clothing to not be my style, it's not as modern. And I know the clothing is geared towards the working professional woman but what about the working millennial professional woman? I love your T-shirts and I can always find a quality structured blazer in store but for me that is all I really find in store.

Also, what about extending sizes in store, especially for customers on the curvy side? I feel like you all are not capturing a younger audience. I feel Banana Republic lost me when my style began to evolve. I can find a piece or two in store but not a full look. And the looks in the window look really cute and professional chic but most of the time that does not draw me in.

Good luck, maybe I’ll see you again soon?

Octavia, 27, Jersey City, NJ, Budget Fashionista

Dear Banana Republic,

To be honest, when I think of your clothes, I instantly think of someone’s dad or an uncle of mine. One thing I don’t think about is anything trendy or very fashionable. Your stores give off a more mature vibe. I think  monochromatic when it comes to your clothing or maybe I would say neutral colors. When I used to shop with you guys, I can say there were some pretty good deals in the sale section. Especially for men, I can’t really remember ever seeing any eye-catching designs or much color in the store at all. I wouldn’t be opposed to hopping into the store from time to time to see if anything has changed, but it will likely be for a wedding or an interview or something like that. It probably would never be for an outfit to go out in lol.

Wishing you luck, maybe see you again.

Ryan, 28, Houston, TX, Budget Fashionista

Dear Banana Republic,

When I first bought your clothing, I was in college and looking for some respectable adult clothes at a reasonable price. I found them. In the following years, some clothes got lost, others donated, but two staple items remain: one black moto jacket and one wool coat. What stands out about those pieces is that they are simple, classic, and durable. I haven’t been to one of your stores in years but because of those two pieces, I have a positive association with the brand. You should continue to make pieces like that.

I’ve stopped shopping with you because I think of the brand as being boring. I don’t exactly know why that is. Maybe it’s that when I needed things to wear to work, I found them more easily at J. Crew. Maybe it’s that I don’t remember if I can buy a suit from you. In any case, I am a customer you should have been able to keep from a young age and, for whatever reason, you lost me. I’m not sure I’m in your target demographic, but I think your brand could be more associated with classic style than dad clothes.

Keep making great jackets!

Cheers,

Ben, 27, Los Angeles, CA, Budget Fashionista

Moving on to the Streetwear Sophisticate and New Expressionist, we see a far more politically-charged response in their letters, whereby they’re pushing us to do better and expect us to do more. Typical of these segments, they are highly astute, ‘woke’ [Ruby hates that word, mind] and aware of what is and isn’t being done in the industry. Importantly, they expect all brands to use their power to make a difference, and quite rightly too.

On a slightly softer note, it’s interesting to see that the Streetwear Sophisticate and New Expressionist are still aware of the work we’re doing, simply because they have their eye on the industry-ball. Alex and Kristian congratulate us on the vintage line, for instance, and mention our work around sustainability, while Allister is aware of the high performers in the portfolio. Notably, these are the consumers that tend to watch and listen the most - they are a form of gatekeeper in that respect, validating our moves and decisions for other segments within the realm.

So, what follows is not the most comfortable to read, but definitely the most important. We’ll be back afterwards with our letters from the Refined Achievers….

Streetwear Sophisticates

Dear Banana Republic,

Firstly, congrats on the recent vintage capsule collection. It sold out before I could shop it but it’s a great step in the right direction towards sustainability. I found out about it via @marjoncarlos, so kudos on that.

When I was younger, I relied greatly on Banana Republic to get me through my first few years in the workforce. My Gap credit card came in incredibly handy when I was young and I love the tailoring you guys put out. I’m excited to see your foray into streetwear and see you exploring vintage capsules. I’d love to see more modern fits in tailoring and options for oversized suits from you. I know the quality is there but haven’t been compelled to shop with you in a few years.

I can't wait to re-engage with the brand via your new ventures.

Keep it cute, modern and sustainable and I’ll be a happy camper.

Alex, 31, Brooklyn, NY, Streetwear Sophisticate 

Dear Banana Republic,

The definition and connotation of your name is problematic. You know that and haven't changed it. And until you do, you will always represent the same thing. And even if you do change your name, you are the top tier in the Old Navy, The Gap, Banana Republic structure – your organization is based on the social class system in America – by design. America is currently, and for the foreseeable future, fractured and all sorts of f**ked up.

Old Navy has been the strongest performer within your group in recent years – you are making the most amount of money from the lowest class demographic in America. And you're going to lean into that as a strategy moving forward to continue to keep yourselves surrounded by Lichtensteins and commissioned Serra installations at your HQ.

The brand perception is that Banana Republic is code for Upper Middle Class White. It is infused throughout your brand DNA and perpetuated year after year. And while being Upper Middle Class White will always be seen as an enviable status thing for you and your peers – well – ask your friend Karen how she's been doing over the past couple years.

You have work to do.

Allister, 43, Toronto, ON, Streetwear Sophisticate

Dear Banana Republic,

I wish you could read this letter in a boardroom full of your board of directors and designers. I would ask that you look to your left and to your right, look at each person in the room with you. How many faces look just like yours? How many faces like this do you see when you leave this room? How often do you see them when you are picking up your kids? How many times a week do you see them at the club with you? I know you’d like to believe that you all are visionaries, risk takers and innovators, but if you answered more than 3 to most of these questions you are much like everyone: creatures of habit. And, in your case, you have been in the habit of existing in homogeneous spaces that lack innovative thinkers, disruptors and agents of change in one of the most influential spaces humans create in. Wow! What an oxymoron?!

Now, ask yourself who most influences what we design and what we make but isn’t in this room? How do we go out of the way to bring them onto this board? How long will you continue to be a sheep doing what you've been doing?

It’s not enough to bring Kanye over at GAP, it’s not enough to have two black chief diversity officers, one Asian American model minority head of the tech/IT/Marketing side. NOPE. FULL STOP. It’s time to bring those of us who have created and been stolen from to the table.

You see what Gucci did with Dapper Dan? You see what Pretty Little Things is doing with Teyana? It’s time to bring the Joe Fresh Goods to the boardroom. I never shopped with you, because the marketing was only of White, Cisgender, Straight-looking, Skinny people. And that ain’t me at all.

Y’all missed the assignment in creating clothes that were luxurious for all bodies. Especially given how damn good Black people look in earth tones! LMAO!

Come on now, I know y’all saw those visuals Solange gave us with A Seat At the Table, or hell, Beyonce in Black is King and Lemonade. Just turn on the trending videos playlist on YouTube and see how damn good Black and Brown bodies look in earth tones.

Get that boardroom right, get that marketing right, and make sure your warehouses and means of production are honest, equitable and fair to women and femmes.

Lex, 33, Los Angeles, CA, Streetwear Sophisticate

New Expressionist

Dear Banana Republic,

I was born and raised in New York City. My first job was actually located across the street from Grand Central/your Grand Central store in 2007. Lovingly, I have never and would never shop at Banana Republic. That being said, what you have done for women and men across America is unmatched for a need that yes, competitors like J Crew fill as well. You design for the full range of body types to your best ability as I have seen and read. You are not “cheap” but your price point is correlated to having what I would call “accessible business casuals.” I gather you also sell a fair share of sweaters and winter accessories for lifestyle since you do knits, as far as I can remember. I am not your customer and do not see how or why I would be. If this is the first thing you’ve seen from me that seems a bit harsh, but if you already have a picture of who I am, you’d agree.

Real talk. If you are going to pursue diversity in design and attempt to expand your customer segments under the Banana Republic name with new silhouettes and SKUs, for example, for  “streetwear”- you will fail. Unless you have very not-so-great expectations and want to just test it. But, a dedicated effort? collection? launch? I will not even buy “FENTY by Puma” and that is Rihanna, who I adore, but it’s also Puma and I am not a customer of the brand, it is not for me. I am so sorry, but I would bet my entire wardrobe on this statement, and likely my jewelry. That would leave me with no Fashion, but my Style isn’t up for grabs and couldn’t ever be.

Now, having said that, you have access; materials, factories, human capital and capital. Let’s find a way to do it right. Whatever “it” is. Bringing in a Creative Director like LV did with Virgil is not a solution either by the way and also not the same. Louis Vuitton is universally a word we used a lot in this exercise - classic - and Virgil is truly no more interesting in his collections beyond the limited ‘hypebeasts’ who will buy anything under his name. This is also not as massive a segment as you’d imagine by the way, and his competitors are soaring daily while he struggles to hold Off-White together. There are actually a few other female CDs LV recently brought on who are making what I think to be their best modern leather goods and bags. Perhaps I am going to buy my first official handbag for myself on my birthday if it is still there - full retail. Virgil did not design the piece and I f**king love it and do not care who did. I want it, I’ll get it.

While I do not have access to LVs P&L, KPIs and OKRs, Virgil is not why they are missing, hitting or surpassing them. I have nothing but pure intent to help you in this collaboration of research and I have shared fractions of what I know in this letter as there are too many anecdotes and also data I could go on with. I have also poured out my stylish f**king soul across all other questions, so far.

I’ll stay tuned if you’re keen for more Monty.

With light.

Monty, 35, Brooklyn, NY, New Expressionist

Dear Banana Republic,

I grew up thinking that you were the pinnacle of cool. There wasn’t even a BR in my local mall, so we would have to check out the stuff when we went out of town. This was all when I was a teenager though. I loved the knitted sweaters and the desert boot was always something I thought of as a BR exclusive.

My style changed, I learned about more brands, and within that process my ideal place to get a raincoat moved from Banana Republic to London Fog. I think Ralph Lauren came back with more innovation and a little risk in the early to mid-2000s and I didn’t see the same kind of flair from BR so I sort of moved on.

I still go to the stores in the mall when I am looking for some business casual things, but I am shopping online a lot more than in retail and I think that has opened me up to stores that are outside of my same area. I am not getting BR ads, so I am not up to the latest things that are happening. There is, however, a great place in my mind for what the brand means and I am still curious about the looks.

When I read GQ or other menswear blogs, there is always an affordable version of a very expensive staple that is offered by Banana Republic which is great, but again with risk, I am not seeing the colors or textiles that the other brands are pulling so I see it as a brand where I can reliably find black dress pants, and not a place where I am going to get a statement piece.

That is not bad, I think my go-to business casual spot will continue to be BR but of course J Crew , Vince, COS, and others have started to edge into that zone. I don’t think I am likely to say “I got this at Banana Republic” with any kind of pride because it’s not exactly seen as fashion forward, and yet it is not seen as heritage so I struggle with the positioning a bit.

I know we haven’t talked in a while, Banana Republic, but we have some great memories, call me anytime.

Maceo, 35, Detroit, MI, New Expressionist

Refined Achiever

What I love about the Refined Achievers is that they tend to take everything the other segments have said and hammer it home without fault. Dixie, for instance, talks politically but politely, reiterating the problems at hand with the brand. Alicia sounds like the Mama of Budget Fashionistas, reminding us we should have moved faster and had more fun, while Kris sounds like a New Expressionist, lamenting the lost spirit she used to see within us.

As a segment, they want to feel respected, valued and of interest, but can’t find anything to talk to us about. The ethos they were used to at the brand - and they’ve known us longer than most - has been lost for them, they don’t see what we stand for anymore. Pushing us to do better, if we can respond to the qualms and quarrels of the Refined Achiever, we’re on the right path. Perfectly encapsulating the other segments [after all, they were once one of those segments too] they bullet-point for us the most pertinent themes to consider.

Dear Banana Republic,

I used to like your store, way back when. And to be honest, I still like some of your clothing. In fact, every season I’ll walk by your store, pop in and spot something that wows me. But that’s a far cry from years back when I used to find lots of items that wowed me. Something changed. At some point, around 2014/2015, there was a noticeable shift in the style of clothing, which I began to refer to as sterile. They seemed to lack life and creativity. Most looked boring and bland.

Your styles used to be more versatile. I loved that you catered to both men and women in many categories, including jewelry, clothing and shoes. What I didn’t like was your exclusive look, which was slender, white, and tall. I love that you are making efforts to be more inclusive in your sizing and hope that inclusivity does not end with your clothing. Hopefully you are diversifying your entire supply chain and organization.

Unfortunately, it was not just the clothing shift that kept me away. Learning about the insensitive history of the brand also caused me to pull back. Imagine being from the Caribbean/West Indies, Trinidad & Tobago to be specific. Growing up with bananas as a staple in your home and years later learning that one of the stores that you loved spending your money in willfully named their company Banana Republic, knowing full well it was offensive but not giving a damn. Ouch.

Though Trinidad & Tobago is not a Banana Republic, I do have friends who were born and raised in Banana Republics. It’s one of the reasons I feel a bit of apprehension whenever I step foot into the store. And it’s one of the reasons why sometimes I don’t follow through with a purchase. Truthfully, it’s kind of sickening when I think of the origins of the company and how hurtful and tactless they've been over the years.

If you really care about people and have their best interest at heart. Change the name. Rebrand. There’s no time like the present, especially with sluggish sales. I think people will respect the brand more for being able to admit its mistakes and willingness to atone for them as opposed to arrogantly dismissing the pain and trauma you’ve clearly inflicted over time. When you know better you are supposed to do better.

Gone are the days of shopping mindlessly. Consumers are conscious, shopping with purpose and from brands that are also purpose driven. And since Banana Republic is all about bringing consumers to life, then consumer respect and care should be centered.

Dixie, 49, Chesterbrook, PA, Refined Achiever

Dear Banana Republic,

I used to enjoy shopping at your store. I was sure to find the perfect fit and work essentials. Shopping was easy and the price and quality were on point.

Now, as a 52-year-old living in Southern California on the coast, your store is quite boring. I see the same conservative styles that I needed and sought out when I was working.

BR clothes remind me of when I was trying to look driven and serious. I walk around the store and recognize the quality and glance at dresses which look nice for tea or a work function. I see dress pants…nope! plenty of those collecting dust in my closet. Shirts are classic conservative as well. I no longer see items that spark my inner want!

I am not welcomed with a fragrance or a song which I will SoundHound. Not a cool chair or a place to sit. Music and decor alone would hip your stores because people want to be there. Shopping should make you laugh and feel at ease. Spark your senses!

BR needs a fun factor. Jeans! Lighting needs to be softer. Lamps or hanging lights, wall color, fewer sale rack items. Sell candles, positive affirmation books, cards. One-stop shopping. Partner up with a coffee bar or boba tea company inside of the store or a fresh squeezed juice bar. Pop up shops for a good cause. Support the Arts. A puppy display in the window once a month. Create a BR cafe. Play on customer emotions.

Make people smile again Banana Republic I know you can!

Alicia, 52, Laguna Beach, CA, Refined Achiever

Dear Banana Republic,

I used to love going into your stores. At the time, your prices were slightly out of reach but I looked up to people who could nip into BR and buy some pants, a shirt and a sweater and know they would look good in any big city.

About the moment I could afford to do just that, you changed. It feels like overnight you lost your  way and it was more about a sale than giving people a real reason to wear you. It’s only so long before sales lead to poor quality and poor service leads to ‘I think I’ll walk right on by.’

I remember being in London and going into one of your stores and it was one of those sales (you know, the ones that lasted for 50 weeks of the year), I  wanted  to buy something quickly that I forgot to pack and thought BR would be a good solution that wouldn’t be tat but wouldn’t break the bank. No one respected the product. Not the consumer, not the store associates… no one… it was grab and throw. I walked out and I never walked back in.

You created that yourself. By just wanting to sell, not serve and you ended up not selling or serving.

Show us some respect. We want to be made to feel special. If we want to go bargain shopping, we can go to Old Navy or Gap. But you should have been the brand for those on the cusp of stretching and knowing they were about to buy something that would last and make them look good. And they would be treated like the  most important people ever to walk in the door. You disrespected that and it will be tough to get people back…unless you get back to your very origins. What made you the Banana Republic... oh… it was the Banana Republic… not a bad place to start. Have an attitude, know who you are and celebrate it in everything you do… I’d love to see you back to where you were.

Simon, 48, Portland, OR, Refined Achiever

Dear Banana Republic,

I believe you over-evolved and, in doing so, you failed to evolve. 

The Banana Republic I first remember had a cool-kid well-traveled adventurer spirit vibe. That core paired with  fabrics, colors, and styles that could transition into mainstream when needed with a change of belt, a toss of a hat, and some big girl accessories.  But then you kept going in that direction until you were all mainstream and no adventurer.  So I went elsewhere for my core wardrobe and to Banana Republic for a few accessories along the way.  Gone were your stories, your adventure spirit, your cool branding without the obvious tell tale signs of corporate American and in came the UNIFORM.   Honestly, I think at the height of your consumer popularity, your bottom line revenues were running exactly perpendicular to your core brand and original ethos of Banana Republic. 

You had become the big American corporate greed poster brand. And that’s when I said a sad goodbye. Sadly my 21- and 22-year-old daughters don’t even know your brand, but I think you could change that.

Kristen, 55, Portland, OR, Refined Achiever

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