Banana Republic

1
Banana Republic

• A profile by
• Amber Hayward
• Brittany Risser
• Mackenzie Smith

2
History

• 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 1980s, 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.

3
Today

• Today, there are over 575 stores worldwide
  including Canada, Asia, and Europe.
• In 2008, Banana Republics total sales were 2,723
  million all around the world.

4
Competitors

• Anne Taylor J Crew
  Urban Outfitters
  Abercrombie and Fitch

5
Target Market

• Men and Women ages 28 to 38 years old
• Income range of 50,000 to 80,000 per year
• Single or married living in urban areas Have a
  professional business career

6
strengths

• Sell both men and womens clothing
• strong supply chain
• variety of clothing including casual and business
  wear, swim wear, handbags, jewlry and other
• Clothing more fashionable than some other
  competitors
• offer in store promotions catered to target market

7
weaknesses

• over-dependance on the U.s. market
• declining cash flows
• do not introduce new product as often as
  competitors
• price zone high for some in target markets
• Minimal advertising

8
opportunities

• expansion (more stores, more outlet stores to
  catch a lower price point in their target market)
• etailing
• Breaking into the international market-
  http//www.youtube.com/watch?v5EL8OBkWXV0feature
  related

9
threats

• competitors in the market
• nature of the retail market

10
sources
http//gapinc.com/public/documents/GPS_AR_07.pdf h
ttp//www.gapinc.com/public/About/abt_milestones.s
html Hoovers. (2009, Feb 17). Banana Republic.
Retrieved October 1, 2009 from the Oregon State
University website http//www.lexisnexis.com.prox
y.library.oregonstate.edu/us/lnacademic/results/d
view/docview.do?docLinkIndtruerisb21_T60014311
74formatGNBFIsor