Banana Republic

A profile by

Amber Hayward

Brittany Risser

Mackenzie Smith

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 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.

Today

• Today, there are over 575 stores worldwide including Canada,

Asia, and Europe.

• In 2008, Banana Republic’s total sales were 2,723 million all

around the world.

Competitors

Anne Taylor J Crew Urban Outfitters Abercrombie and Fitch

Target Market

Men and Women ages 28 to 38 years oldMen and Women ages 28 to 38 years old

• Income range of $50,000 to $80,000 per yearIncome range of $50,000 to $80,000 per year

• Single or married living in urban areaSingle or married living in urban areas Have a professional business career

strengths

Sell both men and women’s 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

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

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?v=5EL8OBkWXV0&feature=related

threats

competitors in the market

nature of the retail market

sources

http://gapinc.com/public/documents/GPS_AR_07.pdf

http://www.gapinc.com/public/About/abt_milestones.shtml

Hoovers. (2009, Feb 17). Banana Republic. Retrieved October 1, 2009

from the Oregon State University website:

http://www.lexisnexis.com.proxy.library.oregonstate.edu/us/lnacademic/results/d

view/docview.do?docLinkInd=true&risb=21_T6001431174&format=GNBFI&sor