Banana Republic in late August will extend its digital reach as part of a select group of brands partnering with Instagram on paid advertising — a first-time amplification for the brand on the platform.
The move comes as the retailer has stepped up its use of social media, using it to promote its new fashion direction. The retailer offered customers a first view of things to come in fall product through a series of brand posts on Banana Republic's social media channels, as well as organic posts on Webb's personal channels. And to reach new audiences, the brand teased the fall collection on Snapchat for the first time, giving fans a first look at fall behind-the-scenes with Webb.
"The New Look of Banana Republic reflects our charge towards authenticity in storytelling, where fashion is front and center," said Catherine Sadler, global chief marketing officer. "Fall is a continuation of the marketing platform we first introduced this spring, and now we're excited to share the next chapter. This fall campaign reflects a strong stylish step forward in our evolution."
Fall signals a significant shift across the entire brand, from the product and styling of the collection, to the debut of the global marketing campaign, "The New Look of Banana Republic."
"It's a new day at Banana Republic," said Jack Calhoun, global president, Banana Republic. "This fall collection and campaign bring us to a more modern, fresh place, that's still deeply rooted in our heritage.”
The print campaign celebrates the brand's heritage and commitment to authenticity by sharing product stories through the lens of real-life couples who embody the spirit of the modern day adventurer.