Banana Republic goes Back to Basics

It’s been awhile since I shopped at Banana Republic. I used to shop there a few times a month. I loved their wardrobe staples: merino wool v-neck sweaters, cashmere turtlenecks, tailored pants and trendy, but wearable winter coats. Then it just…stopped.

Bright colors were replaced by grey, black and white. Skirts got way too short and sweaters way too small. My favorite jeans disappeared, replaced by skinny jeans. My favorite store for wardrobe staples became a distant memory.

The changes started at the top and trickled down into the stores. Gap Inc, the parent company, hired a new creative director. Marissa Webb took the helm and took Banana Republic to a place that was unrecognizable to its core customers. Webb told Racked.com her design model was “Don’t be so dull.”

I’m going to assume that Webb felt that Banana Republic’s style was…boring. But what she calls “dull” we call wardrobe basics. Pieces you can mix and match.

Spring 2016 photo courtesy of Vogue

While Webb tried to make things more interesting, (see above photo) she also managed to drive away core customers like myself. Gone were the tailored pants and classic sweaters and tops. In came denim culottes (horrible…I tried them on). floral rompers and drop waist dresses. The styles were oversized, ill-fitting and boxy.

Spring 2016 photos courtesy of Vogue

The styles changed and we noticed. Sales dropped 15% during the first quarter with Webb in charge. The decline continued for the next two quarters. Webb started in April 2015 and was moved into a different role less than a year later.

Now Banana Republic is trying to woo back its core customers. Promising to bring back classic looks that made all of us want to shop there in the first place.

So far so good.

I went in and immediately saw the difference. And immediately made a mental list of the items I wanted to add to my cooler weather wardrobe. Brightly colored cardigans. Merino wool v-neck sweaters in navy and black. I’ll pair them with jeans or a pencil skirt. A cute wrap sweater in a bright color. Tailored pants to wear with flats or heels.