Gap-owned brand Banana Republic unveiled a limited-time edition of its ‘Banana Republic Vintage’ collection on a temporary shop on its website as well as inside the Banana Republic flagship in Manhattan’s FlatIron neighborhood.
U.S.- based Banana Republic is offering its Vintage collection to older consumers who will be driven by nostalgia. At the same time, it is targeting Gen Zs who are in favour of buying secondhand clothes to support the fashion industry in its shift to circularity.
Founded by Mel and Patricia Ziegler in 1978, the duo filled their first two stores with safari-themed clothes and as they travelled around the world, they collected surplus clothing for the stores. Then in 1983, Gap purchased the company.
Why this Collection?
In the first quarter of this year alone, the company witnessed its sales drop by 4% year-over-year and 22% versus 2019.
Ana Andjelic, former acting chief marketing officer at Mansur Gavriel, and the chief brand officer at Rebecca is now Banana’s chief brand officer.
For this particular collection, Andjelic looked through the brand’s 43-years worth of archives, garments, and catalogues. To gather pieces for this collection, the company joined forces with third-party secondhand sources.
In an interview with WWD, Andjelic said: “It was as if we had opened a treasure chest of curiosities. We found stacks and stacks of really 40-year safari-inspired clothing and T-shirts with logos and photographs and realized that if it was taken out now and put on sale, it would be the most modern thing. The brand is relevant in any time. If you look on social media, every time we host a vintage catalogue or T-shirt, it’s like a confessional. Memories just pour out. We decided why don’t we bring the nostalgia back?”
We found stacks and stacks of really 40-year safari-inspired clothing and T-shirts with logos and photographs and realized that if it was taken out now and put on sale, it would be the most modern thingAna Andjelic, chief brand officer of Banana Republic
The collection showcases a range of spring looks with plans to offer coats and weightier styles in future vintage drops.
All the pieces in the collection will be priced at a lower rate than the resale market.
Andjelic added: “Banana’s style is relevant in any time. It’s a way for us to use the magic of archives and heritage to attract a new audience. We will look at future drops based on seasonality.”
A recent survey analysed Gen Z consumers purchasing choices. The findings revealed that they are ready to spend only for conscious brands that are doing their bit for the society and the environment.
A separate prediction showed that with the current resale market valued at US$30 to US$40 billion; the sector is set to annually grow 15% to 20% over the next five years. This will lead to the secondhand clothing market constituting 27% of closets by 2023.
Access the full collection here.
Lead image courtesy of Banana Republic.