Banana Republic 2005 Annual Report Download - page 9

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BANANA REPUBLIC
For millions of men and women, Banana Republic has come to defi ne affordable luxury. By putting quality,
details and fabrications like silk, cashmere and suede within reach of our customers, we helped an entire
generation expect more from their wardrobes.
And we remain committed to delivering versatile collections that offer covetable,
uncomplicated style for the work and casual occasions of our customers’ lives.
In 2005 we focused on bringing our distinct point of view to every aspect of our
brand. Like our products, Banana Republic stores look luxurious while feeling
approachable. From original works of art and unique architectural elements to
superior service, we continue to fi nd new ways to enhance the shopping
experience.
We also simplifi ed how we talk to our customers by sending clear, bold messages
through window displays, visual merchandising and other marketing avenues. Our spring advertising cam-
paign highlights our direction: The black and white images are modern and artful—and unmistakably Banana
Republic. We also found compelling ways to connect with customers and create buzz in 2005—such as our
sponsorships of Bravo Network’s
Project Runway
and Sony Film’s
Project Runway
Project Runway
Memoirs of a Geisha.
As a lifestyle brand, Banana Republic is pursuing several exciting growth opportunities. We launched a collec-
tion of high-quality, Italian leather handbags this spring and see great potential in this business. We also laid
the groundwork for extending our brand through personal care and are re-launching an entire line of personal
care products later this year, co-developed with our industry-leading partner, Inter Parfums.
Banana Republic continued reaching new customers in 2005. Based on demand from our petite customers,
we began testing stand-alone petite stores in Boston, Los Angeles, Seattle, St. Louis and Washington, D.C.
We also introduced Banana Republic in Japan, opening six new stores.
Looking forward, Banana Republic will continue to deliver on our creative reputation and our brand promise of
affordable luxury for men and women.
Banana Republic offers
elevated design
and luxurious fabrications
at affordable prices.
gap inc. 2005 annual report
7