Polished Professional

• The Polished Professional’s life, mindset, motivations, and closet tend to center around their careers, with socializing often intrinsically linked to that - think after-work drinks, attending events, and/or working weekends. Because of this, they want their clothes to empower them whilst also lending confidence to other people. They want people to trust them through what they wear.

• This centralization of their closet means that it tends to contain classic, staple items that they can depend on, ones which don’t make them stand out. Clothes that are durable, high-quality and somewhat timeless in their nature, therefore, take preference for the Polished Professional.

• Dependability is what their brand loyalty is built on. They need to know they can get quality, staple, classic items at a price they’re more often prepared to pay - as long as that piece won’t let them down.

• With little confidence around newer fashion items, they seek assurance and a reason to buy. This is not to say they lack style, it’s just more about a professional style over a personal style.

The Polished Professional's life, and therefore closet, tends to center around their careers, with socializing often intrinsically linked to that too: think after-work drinks, attending events and/or working weekends. Because of this, they want their clothes to empower them whilst also lending confidence to other people, for instance, the people they’re selling to or the people they’re working with.

This centralization of their closet means that it tends to contain classic, staple items, items that they can depend on, which don’t say too much or necessarily stand out. Clothes that are durable, high-quality and somewhat timeless in their nature, therefore, take preference for the Polished Professional.

This dependability is what their brand loyalty is built on, and is one reason why they often shop with us. They know they can get quality, staple, classic items at a price they’re more often prepared to pay - as long as that piece won’t let them down, whether at work or in the wardrobe. Paying high prices for pieces that aren’t considered classics or staples, however, is where the Polished Professional becomes unstuck.

With little confidence around newer fashion items, they seek assurance and a reason to buy. This is not to say they lack style, in fact, they have quite a high handle on it, but that handle is a conservative, classic-based one; it’s a professional style over a personal style. This is what keeps them out of the style segment since they don’t have an innate sense of what style is and isn’t, and instead depend upon items that have been proved by countless others before them, time and time again.

• When it comes to inspiration, it’s the proof of the purchase from others before them that counts.

• In this sense, time is key for the Polished Professional; time proves the longevity, durability and classicism of a piece far more than any influencer could.

• Friends and colleagues influence them over mainstream celebrities or influencers.

• In many ways, they’re more similar to the Refined Achiever, since both the segments have a finely honed style that needs less influence or inspiration than others.

• Seeking safe, classic looks in terms of their idols and icons, they tend to cite movie stars as their inspiration. Ryan Gosling, Bradley Cooper and Matt Bomer for the men and Sarah Jessica Parker, Reece Witherspoon and Blake Lively for the women.

When it comes to inspiration for the Polished Professional, it’s the proof of the purchase from others before them that counts; if a button-down shirt or simple shift dress has worked for so many others before them for so many years, it’s probably going to work for them too. In this sense, time is key for the Polished Professional; time proves the longevity, durability and classicism of a piece far more than any influencer could. This is why we tend to hear of friends and colleagues influencing them over mainstream celebrities or influencers.

This is not to say, however, that the segment exists without influence, they’re just not influenced in the same mainstream and celebrity-culture driven way that the Budget Fashionista is. Indeed, in many ways they’re more similar to the Refined Achiever, since both the segments have a finely honed style that needs less influence or inspiration than others.

Seeking safe, classic looks in terms of their idols and icons, they tend to cite movie stars as their inspiration, for instance, Ryan Gosling, Bradley Cooper and Matt Bomer for the men and Sarah Jessica Parker, Reece Witherspoon and Blake Lively for the women.

• With such busy, career-centered lives, it is no surprise that the Polished Professional enjoys less extroverted interests than other segments, such as cooking, reading, crafting and even gaming.

• Health and fitness also play a part, but this segment tends to lean more toward hiking, biking or rock-climbing. With a busy week at their desks, spending time outdoors in solitary or gentle ways matters to them.

• Weekends away, too, are often to do with camping or other outdoor-based activities and travel - like their other interests - may be based around culture and/or improving themselves.

• Somewhat studious, industrious and interested, they rarely fill their time frivolously but are also social, enjoying good food with great friends in places they feel comfortable in.

With such busy, career-centered lives, it is no surprise that the Polished Professional enjoys less extroverted interests than other segments, preferring more introverted hobbies around the home such as cooking, reading, crafting and even gaming.

Health and fitness also play a part, but this segment tend to lean more toward hiking, biking or rock-climbing. With a busy week at their desks, spending time outdoors in solitary or gentle ways matters to them.

Weekends away, too, are often to do with camping or other outdoor-based activities and travel - like their other interests - may be based around culture and/or improving themselves. Indeed, bettering themselves is also a pastime, whether it’s learning a new language, practicing a new skill [32-year-old Taylor is learning watch restoration!] or honing a hobby they’ve enjoyed for a while.

Somewhat studious, industrious and interested, they rarely fill their time frivolously but are also social, enjoying good food with great friends in places they feel comfortable in.

• Since they buy from brands and retailers they can depend upon, Banana Republic intrinsically makes the mix. They know Banana Republic offer what they need in terms of professional products for their careers.

• While they’re not entirely comfortable [or interested] in fast-fashion trends, for those more business-casual looks, they may also buy from ASOS, Express, Aritzia and Loft

• However, undoubtedly it is the more ‘staple’ [dependable] brands such as American Eagle, J. Crew, Ann Taylor and ourselves that they are drawn to and Outlet stores get a mention.

• Classic brands such as Ralph Lauren Polo are also mentioned in terms of outlet shopping: this is where they can find classic, timeless looks that they know they can’t go wrong with at a price they’re happy to pay.

• Target and Marshall’s were also mentioned.

Since our Polished Professionals buy from brands and retailers they can depend upon, we intrinsically make the mix. They know Banana Republic offer what they need in terms of professional products for their careers and closets along with casual clothes and looks they can be comfortable with. While they’re not entirely comfortable [or interested] in fast-fashion trends, for those more business-casual looks, they may also buy from ASOS, Express, Aritzia and Loft, where - with their proliferation of products - the Polished Professional will eventually find what they need.

However, undoubtedly it is the more ‘staple’ [dependable] brands such as American Eagle, J. Crew, Ann Taylor and ourselves that they are drawn to. Since they are somewhat cemented in their style, they also have the luxury of shopping at Outlet stores, our Factory store and J. Crew’s, for instance, get a mention. Classic brands such as Ralph Lauren Polo are also mentioned in terms of outlet shopping: this is where they can find classic, timeless looks that they know they can’t go wrong with at a price they’re happy to pay. Target and Marshall’s were also mentioned.

• As we can see above, we’re very much on the list for the Polished Professional, we offer them what they need and they feel we’re a brand they can - and do - rely on.

• They want pieces that will last, that they can feel confident and comfortable in, that lend themselves to their career-led lives and as a brand, we offer that.

• We need to ensure our spaces provide the same level of confidence and calm for them across the realm.

• Importantly, while we tend to meet the design needs of the Polished Professional at Banana Republic, when it comes to more casual clothing, there are ways to capture their attention further. Offering them trends that are still timeless is one way, as well as continuing to offer those timeless styles - think classic ‘90s Calvin Klein and what was on offer then [and still worn now].

• They want to feel authoritative as well as assured in their clothes; we are literally the brand they’re’re going to work in and taking that responsibility seriously matters. Any kind of usefulness we can add to products also counts; skirts don’tdon’t need to be worn with heels, pants thdon’tn’t stain, shirts and blouses that bring wicking to the workplace.

• Innovation can play a part here. What are the innovative ways in which we can make the hard day’s work of the Polished Professional easier? Just because it’s a professional wardrobe doesn’t mean innovation can’t play a part

As we can see above, we’re very much on the list for the Polished Professional, we offer them what they need and they feel we’re a brand they can - and do - rely on [although Spencer clearly wants some sizing sorted, since he’s too tall to get into our pants].

They want pieces that will last, that they can feel confident and comfortable in, that lend themselves to their career-led lives and as a brand, we offer that. We are a brand they are happy to dress for work in and we have earned our place in that space. They have bought their staple products from us, timeless basics and use us as a brand for the majority of their wardrobe. Since we are not seen as fast-fashion, they are well within their comfort zone with us.

Since they are high-footfall consumers in both our Factory and our bricks and mortar stores, as well as online, we need to ensure our spaces provide the same level of confidence and calm for them across the realm.

Importantly, while we tend to meet the design needs of the Polished Professional at Banana Republic, when it comes to more casual clothing there are ways to further capture their attention there. Offering them trends that are still timeless [which sounds oxymoronic, but isn’t] is one way, as well as continuing to offer those timeless styles that Courtney talks about; think classic '90s Calvin Klein and what was on offer then [and still worn now].

They want to feel authoritative as well as assured in their clothes; we are literally the brand they’re going to work in and taking that responsibility seriously matters. Knowing that they work hard, durability is a must and any kind of usefulness we can add to products also counts; for instance, skirts that don’t need to be worn with heels [for those on their feet all day], pants that don’t stain when coffee is spilled minutes before a meeting, shirts and blouses that bring wicking to the workplace for those sweating it out at their desk. Innovation, interestingly, can play a part here. What are the innovative ways in which we can make the hard-day’s work of the Polished Professional easier? What technologies can be sewn into the mix in a way that makes sense for the category while carrying classicism in our designs? Just because it’s a professional wardrobe doesn’t mean innovation can’t play a part.

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

If you want to read more Open Letters from our respondents, click here.