competitive fashion report
TRANSCRIPT
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BANANA REPUBLICM E N S W E A R
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H I S T O R I C A L A N A L Y S I S
• 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.
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COMPETITIVE SHOPPING REPORT
KRISTIN EAKIN
MARI GANNON
AUSTIN CRUMPLER
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C O M P E T I T O R S
EXPRESSJCREW
ASPIRATIONAL
GUESS
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BANANA REPUBLIC
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WHAT WE FOUND IN-STORE
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O V E R V I E W
Business & Casual WearClassic ApparelTailored Looks
Made to fitPolished and Work Focused
Comfort & Style
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EXPRESS
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THE CLAIM:
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O V E R V I E W
StretchBusiness & Casual Wear
Combinations for Work or WeekendStreet Style
Suiting
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JCREW
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O V E R V I E W
Vintage InspirationVaried Denim Washes
AuthenticFocused on Body Movements
Comfort/CasualCompromising Fits
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GUESS
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O V E R V I E W
Superior ComfortAthletic TrendFlexible Fabric
Smart Guess TechnologyAmbitious Marketing
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R E C O M M E N D A T I O N S
- Because the Traveler Jean is the highest selling men's denim product, it could more efficient if the item was better visible rather than in the back left
corner next to the dressing rooms- Sales associates should improve their product
knowledge and refrain from making guesses when answering questions about the merchandise
- Increasing the number of washes and styles for the denim; there were higher quantities of dark
washes compared to lighter washes.
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R E F E R E N C E S
Bananarepublic.comExpress.com
Jcrew.comGuess.com
In-Store report*