Banana Republic launches in Australia
As part of the partnership, Australians will now have access to a full assortment of Banana Republic’s ready-to-wear designs via BananaRepublicAustralia.com.au and DavidJones.com, an Australian luxury department store chain.
Moreover, the brand will be available at select David Jones stores in Australia, allowing customers to engage with the brand in person for the first time within this market.
Banana Republic is entering the country with 'The New Look' campaign that features silhouettes and branding that is nostalgic and simultaneously contemporary. The campaign was first introduced in the fall, revealing a refreshed identity. The New Look is less about fashion and more about living, while winking at Banana Republic’s heritage with reimagined cult classic pieces.
“We are excited to grow the Banana Republic business in Australia through our partner-based model. Partnering with regional experts like True Alliance allows us to amplify and deliver our relevant, purpose-driven brands to new and existing customers around the globe. We believe that Banana Republic’s explorer spirit will truly resonate in this market, and we are confident that our omni-channel approach will meet the customer where they are,” said Adrienne Gernand, managing director of International, Global Licensing and Wholesale at Gap Inc.
Most recently, the brand also expanded into athletic wear with the launch of BR Athletics, as well as unveiled its first-ever baby collection.
“We have long admired Banana Republic’s spirit of aspiration and adventure, including the brand’s unique ability to infuse its explorer spirit with urban attire,” added Gabriel Bastien-Dietrich, True Alliance, Gap & Banana Republic brand manager.
“Its authentic style, wearability and extraordinary quality still amazes me every time I wear the brand. Banana Republic is the perfect fit for the Australian market, and we simply can’t wait to share it with our customers.”
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