Marketing91

  • HOME
  • Marketing Concepts
    • Marketing
      • Retail Tutorials
      • Market Research
      • Customer Management
    • Strategy
    • Management
    • Advertising
    • Branding
    • Business
    • Finance
    • Sales
    • Career Guidance
  • Digital Concepts
    • Blogging
    • Search Engine Optimization
    • Social Media Marketing
    • Facebook Marketing
    • Internet Marketing
    • Ecommerce
  • Brands
    • Marketing Mix of Brands
    • SWOT analysis of Brands
    • Brands Strategy Analysis
    • Business Models
    • Brand Competitors
    • TOP 10
  • Courses
Home » Marketing Mix » Marketing mix of Banana Republic

Marketing mix of Banana Republic

January 8, 2019 By Hitesh Bhasin Tagged With: Marketing Mix

Banana Republic is associated with Lifestyle and Retail industry as it deals in apparel and accessories. It is a subsidiary of its parent company Gap Inc.

This private company of American origin was founded in the year 1978 by its co-founders Patricia Ziegler and Mel Ziegler as Banana Republic Travel & Safari Company. In the year 1983, the company was bought by its parent company and its name was changed to Banana Republic. It faces competition from the following brands

  • American Eagle Outfitters
  • J CREW
  • M
  • Abercrombie & Fitch
  • GILT Groupe
  • Bonobos
  • J Hilburn

Table of Contents

  • Products in the Marketing mix of Banana Republic
  • Place in the Marketing mix of Banana Republic
  • Price in the Marketing mix of Banana Republic
  • Promotions in the Marketing mix of Banana Republic

Products in the Marketing mix of Banana Republic

Marketing mix of Banana Republic Banana Republic is associated with Lifestyle and Retail industry as it deals in apparel and accessories. It is a subsidiary of its parent company Gap Inc. This private company of American origin was founded in the year 1978 by its co-founders Patricia Ziegler and Mel Ziegler as Banana Republic Travel & Safari Company. In the year 1983, the company was bought by its parent company and its name was changed to Banana Republic. It faces competition from the following brands • American Eagle Outfitters • J CREW • H.M • Abercrombie & Fitch • GILT Groupe • Bonobos • J Hilburn Product Mix Banana Republic has been one of the prominent players in the fashion industry. It has launched several collections that express and reflect its unique style and innovative designs. Banana Republic deals in natural fibers, deluxe materials and better craftsmanship to offer a widespread product portfolio that includes collections like • Sunday Sunday • Heritage • BR Monogram Capsule Collections include • Roland Mouret • Marimekko • L’Wren Scott • Issa London • Milly NY • Mad Men • Anna Karenina • Trina Turk Its products include Women Apparel • Intimates and Sleepwear • Skirts • Shorts • Denim • Pants • Jackets and Coats • Blazers • The Tee Shop • Button-Up Shirts • Blouses • Sweaters • Suits • Swimwear • Rompers and Jumpsuits • Dresses Footwear and Accessories • Home Gifts • Accessories • Jewellery • Handbags • Shoes Men Apparel • Socks and Underwear • Swimwear • Denim • Casual Pants and Chinos • Dress Pants • Blazers • Suits • Jackets and Coats • Hoodies and Sweatshirts • Sweaters • The Tee Shop • Shorts • Polos • Casual shirts • Dress Shirts Footwear and Accessories • Grooming and Care • Home and Gifts • Accessories • Footwear Petites • Shorts and skirts • Denim • Pants • Jackets and Coats • Blazers • Button-Up shirts • Tops and Blouses • Sweaters • Suits • Rompers and Jumpsuits • Dresses Footwear • Boots • Flats • Sandals • Heels • Slides • Loafers • Oxfords • Sneakers Accessories • Candles • Hair Accessories • Tights and Socks • Sunglasses • Belts • Scarves • Hats • Jewellery • Handbags • Socks • Wallets Ties and Pocket Squares Place Mix Banana Republic has spread its product presence in national and international markets. It has its headquarters base at San Francisco in United States. The company started its journey from its first store at Mill Valley in Northern California and with time has increased its operations to include stores in nearly six hundred and forty two locations. In United States the company has nearly five hundred and thirty six stores in places like Puerto Rico and Manhattan. The first outlet outside of North America was opened in Tokyo in year 2005. Currently, it has outlets in Canada, Japan, Peru, Mexico, Colombia, Salvador, Costa Rica, Vietnam, Thailand, Qatar, Croatia, France, Russia, Turkey, UAE, United Kingdom and South Korea. Banana Republic operates via franchise outlets and company-owned stores. It also deals via third-party operators and company-owned websites. The company has opened its stores in high-profile shopping malls to garner maximum customers. In the year 1996, Banana Republic launched gender-specific outlets as concept stores for men and women titled Banana Republic Women and Banana Republic Men. Its flagship outlets were larger than its original outlets and featured all the lines under one roof. Special emphasis was put on the interiors that incorporated its distinctive and signature features like polished metal, super-sleek fixtures, and neoclassical arches. Price Mix After its acquisition by its parent company Banana Republic was rebranded as mainstream apparel retailer of luxurious items. Its current revenue is estimated at ten million US Dollars and is ranked as fourth-highest amongst its rival brands. The company has targeted young white-collar professionals who are looking for business-friendly and sophisticated merchandise. The company emphasizes on its durability and adaptability and conveys the reason for the astronomical prices. Banana Republic uses lifetime value pricing model and has adopted a premium pricing strategy. As its products are of premium quality it has not hesitated to maintain its premium prices. The company faces lots of challenge from rival brands and hence also maintains a competitive pricing policy by keeping its product prices at par with the prices maintained by its competitors. The brand is well-established in the market and has a following of its own and hence has been able to gain success with its pricing policy. Promotion Mix Banana Republic recognizes the power of marketing and has created ad campaigns that display society in diverse and real glory. It sells a concept of uniqueness and originality. Its ads display an urban lifestyle and relaxed image. The brand has adopted a bold marketing policy and has used advertising tools to its advantage. The ads are shown via print, digital, electronic and visual medium in newspapers, television channels, hoardings, billboards, and mobile. Banana Republic has realized the importance of social media platforms in current surroundings and hence uses its official website to offer news, information, display ads, relay current offerings and showcase its products. In today’s scenario celebrity endorsement helps in gaining extra brand awareness. Banana Republic appointed Olivia Palermo in the year 2016 as its global-style ambassador. In the year 2018, the brand has extended its partnership with Kevin Love to include a design collaboration of accessories and apparel for men. As part of its promotional policy Banana Republic offers discounts and incentives to its card members. In its factory outlet, it offers regular discounts as part of clearance sales that may vary up to 60% off, each at 9.99 dollars, an item at 7.99 dollars or at the similar sounding amount. The brand also offers discounts up to 40% off on new arrivals to increase its customer base. On orders of 100 dollars or more Banana Republic enables free shipping facility. The company offers its customer an option of easy returns without any extra cost. The brand offers personal shopping assistants as well as the option of free alterations to attract its customers.

Banana Republic has been one of the prominent players in the fashion industry. It has launched several collections that express and reflect its unique style and innovative designs. Banana Republic deals in natural fibers, deluxe materials and better craftsmanship to offer a widespread product portfolio that includes collections like

  • Sunday Sunday
  • Heritage
  • BR Monogram

Capsule Collections include

  • Roland Mouret
  • Marimekko
  • L’Wren Scott
  • Issa London
  • Milly NY
  • Mad Men
  • Anna Karenina
  • Trina Turk

Its products include

Women

Apparel

  • Intimates and Sleepwear
  • Skirts
  • Shorts
  • Denim
  • Pants
  • Jackets and Coats
  • Blazers
  • The Tee Shop
  • Button-Up Shirts
  • Blouses
  • Sweaters
  • Suits
  • Swimwear
  • Rompers and Jumpsuits
  • Dresses

Footwear and Accessories

  • Home Gifts
  • Accessories
  • Jewellery
  • Handbags
  • Shoes

Men

Apparel

  • Socks and Underwear
  • Swimwear
  • Denim
  • Casual Pants and Chinos
  • Dress Pants
  • Blazers
  • Suits
  • Jackets and Coats
  • Hoodies and Sweatshirts
  • Sweaters
  • The Tee Shop
  • Shorts
  • Polos
  • Casual shirts
  • Dress Shirts

Footwear and Accessories

  • Grooming and Care
  • Home and Gifts
  • Accessories
  • Footwear

Petites

  • Shorts and skirts
  • Denim
  • Pants
  • Jackets and Coats
  • Blazers
  • Button-Up shirts
  • Tops and Blouses
  • Sweaters
  • Suits
  • Rompers and Jumpsuits
  • Dresses

Footwear

  • Boots
  • Flats
  • Sandals
  • Heels
  • Slides
  • Loafers
  • Oxfords
  • Sneakers

Accessories

  • Candles
  • Hair Accessories
  • Tights and Socks
  • Sunglasses
  • Belts
  • Scarves
  • Hats
  • Jewellery
  • Handbags
  • Socks
  • Wallets Ties and Pocket Squares

Place in the Marketing mix of Banana Republic

Banana Republic has spread its product presence in national and international markets. It has its headquarters base at San Francisco in United States. The company started its journey from its first store at Mill Valley in Northern California and with time has increased its operations to include stores in nearly six hundred and forty two locations.

In United States the company has nearly five hundred and thirty six stores in places like Puerto Rico and Manhattan. The first outlet outside of North America was opened in Tokyo in year 2005. Currently, it has outlets in Canada, Japan, Peru, Mexico, Colombia, Salvador, Costa Rica, Vietnam, Thailand, Qatar, Croatia, France, Russia, Turkey, UAE, United Kingdom and South Korea.

Banana Republic operates via franchise outlets and company-owned stores. It also deals via third-party operators and company-owned websites. The company has opened its stores in high-profile shopping malls to garner maximum customers.

In the year 1996, Banana Republic launched gender-specific outlets as concept stores for men and women titled Banana Republic Women and Banana Republic Men. Its flagship outlets were larger than its original outlets and featured all the lines under one roof. Special emphasis was put on the interiors that incorporated its distinctive and signature features like polished metal, super-sleek fixtures, and neoclassical arches.

Price in the Marketing mix of Banana Republic

After its acquisition by its parent company Banana Republic was rebranded as mainstream apparel retailer of luxurious items. Its current revenue is estimated at ten million US Dollars and is ranked as fourth-highest amongst its rival brands.

The company has targeted young white-collar professionals who are looking for business-friendly and sophisticated merchandise. The company emphasizes on its durability and adaptability and conveys the reason for the astronomical prices.

Banana Republic uses lifetime value pricing model and has adopted a premium pricing strategy. As its products are of premium quality it has not hesitated to maintain its premium prices.

The company faces lots of challenge from rival brands and hence also maintains a competitive pricing policy by keeping its product prices at par with the prices maintained by its competitors. The brand is well-established in the market and has a following of its own and hence has been able to gain success with its pricing policy.

Promotions in the Marketing mix of Banana Republic

Marketing mix of Banana Republic - 2

Banana Republic recognizes the power of marketing and has created ad campaigns that display society in diverse and real glory.  It sells a concept of uniqueness and originality. Its ads display an urban lifestyle and relaxed image. The brand has adopted a bold marketing policy and has used advertising tools to its advantage.

The ads are shown via print, digital, electronic and visual medium in newspapers, television channels, hoardings, billboards, and mobile. Banana Republic has realized the importance of social media platforms in current surroundings and hence uses its official website to offer news, information, display ads, relay current offerings and showcase its products.

In today’s scenario celebrity endorsement helps in gaining extra brand awareness. Banana Republic appointed Olivia Palermo in the year 2016 as its global-style ambassador. In the year 2018, the brand has extended its partnership with Kevin Love to include a design collaboration of accessories and apparel for men.

As part of its promotional policy Banana Republic offers discounts and incentives to its card members. In its factory outlet, it offers regular discounts as part of clearance sales that may vary up to 60% off, each at 9.99 dollars, an item at 7.99 dollars or at the similar sounding amount.

The brand also offers discounts up to 40% off on new arrivals to increase its customer base. On orders of 100 dollars or more Banana Republic enables free shipping facility. The company offers its customer an option of easy returns without any extra cost.  The brand offers personal shopping assistants as well as the option of free alterations to attract its customers.

Share this post:

Share on Facebook Share on Twitter Share on LinkedIn Share on Email Share on WhatsApp

Related posts:

  1. Marketing mix of Uniqlo
  2. Marketing mix of New Balance
  3. Marketing mix of Diesel
  4. Marketing mix of Mango
  5. Marketing mix of Adidas
  6. Marketing mix of Marks and Spencer
  7. Marketing mix of Vans Retail
  8. Marketing mix of Nordstrom
  9. Marketing mix of Michael Kors
  10. Marketing mix of Reebok – Reebok Marketing mix
Marketing91 Courses

What Do You Want To Learn About? (Start Here)

  1. Marketing Hub
  2. Management Hub
  3. Marketing Strategy
  4. Advertising Hub
  5. Branding Hub
  6. Market Research
  7. Small Business Marketing
  8. Sales and Selling
  9. Marketing Careers
  10. Customer Management
  11. Top 10 Lists
  1. Internet Marketing
  2. Blogging
  3. Search Engine optimization
  4. E-commerce
  5. Facebook Marketing
  6. Social Media Marketing
  7. Business Model of Brands
  8. Marketing Mix of Brands
  9. Brand Competitors
  10. Strategy of Brands
  11. SWOT of Brands
GET DAILY MARKETING UPDATES

About Hitesh Bhasin

I love writing about the latest in marketing & advertising. I am a serial entrepreneur & I created Marketing91 because I wanted my readers to stay ahead in this hectic business world.

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Advertisement
Recent Posts
  • Combined Ratio Formula – Definition and Calculation
  • Days Inventory Outstanding (DIO) – Definition, Formula and Examples
  • Headhunter – Definition, Types and Pros & Cons
  • Churn Rate – Definition, Advantages and Examples
  • Comfort Letter – Definition, Types, Template and Examples
Advertisement

Marketing91

MORE INFO

  • About Marketing91
  • Privacy Policy
  • Cookie Policy
  • Disclaimer
  • Terms of Use
  • Advertise
  • Contact us
  • Sitemap
  • ISO 9001:2015 Certified

LEARNING SERIES

  • What is Communications
  • Types of Communication

WE WRITE ON

  • Marketing
  • Small Business
  • Management
  • Internet Marketing
[email protected]

Copyright © 2022 Marketing91 All Rights Reserved