US' Banana Republic to venture into new categories following relaunch

The brand has reimagined the customer experience in the form of approachable, inclusive luxury with its women’s suiting collection relaunch. The collection includes lightweight wool suits set in modern, bold silhouettes that play with proportions in rich, captivating colours. Many styles were crafted with a Responsible Wool Standard (RWS) fabrication, the company said in a press release.

Highlights from the September collection include a new vision for women’s suiting, shoes and bags along with a focus on luxurious fabrics such as cashmere, leather, suede and silk.

“Our story is one of innovation, resilience, and relevance,” said Sandra Stangl, president and CEO of Banana Republic. “We have been re-imagining almost every element of the customer journey, with a special focus on quality product, differentiated experiences, and relevant branding.” As part of this transformation, Banana Republic has been executing on the vision to be a premier lifestyle brand. Following the launch earlier this year with BR Baby and BR Athletics, this theme continues into Fall 2022.

Banana Republic is also relaunching its shoes and bags collection, which feature Italian-sourced leather and suede materials with signature design details threaded throughout. The brand will offer five bag styles in three sizes, set in a neutral palette. The shoe collection will feature comfort-embedded soles using top-of-the-line Poron Foam and will include 17 styles.

Banana Republic is also growing its cashmere investment to make up 30 per cent of its assortment across men’s and women’s sweaters and launching an online shop dedicated exclusively to cashmere next month. All new Banana Republic cashmere will meet the Good Cashmere Standard (GCS) by next year.

In addition, Atelier, Banana Republic’s complimentary personalised styling service, which is currently available in 80 US Banana Republic Specialty stores, will expand across all US Specialty stores at the end of September.

Fibre2Fashion News Desk (KD)