Banana Republic 2007 Annual Report Download - page 5

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An-Ching฀Chang
Banana฀Republic฀Creative฀Director฀Online
21฀years
Started฀as฀illustrator฀for฀Banana฀Republic฀safari฀catalogs
Arthur฀Lewis
Old฀Navy฀Senior฀Vice฀President฀of฀Women’s฀Merchandising
9฀years
Best฀part฀of฀his฀job…he฀gets฀to฀shop฀every฀week!฀
We฀find฀inspiration฀฀
in฀surprising฀places.
The฀best฀way฀I฀learn฀about฀our฀customers฀is฀by฀standing฀in฀front฀of฀our฀
Old฀Navy฀stores,฀watching฀people฀shop.฀You฀learn฀a฀lot฀from฀observation.฀
This฀was฀true฀when฀I฀worked฀for฀Banana฀Republic฀a฀year฀and฀a฀half฀฀
ago,฀and฀it’s฀true฀now฀that฀I฀am฀at฀Old฀Navy.฀As฀the฀head฀of฀women’s฀
merchandising,฀it’s฀my฀job฀to฀help฀launch฀each฀seasonal฀collection฀and฀
make฀sure฀we฀have฀amazing฀products.฀
I’m฀constantly฀trying฀to฀“get฀into฀the฀head”฀of฀my฀customer—where฀
she’s฀shopping,฀what฀she฀thinks฀is฀cool,฀how฀she฀talks฀to฀her฀friends.฀
Then฀I฀work฀with฀our฀designers฀to฀make฀sure฀we’re฀not฀only฀giving฀her฀฀
exactly฀what฀she฀wants,฀but฀also฀introducing฀her฀to฀unexpected฀fashion฀
and฀style฀ideas.฀For฀instance,฀we฀can฀take฀the฀season’s฀“it”฀colors,฀turn฀
them฀into฀a฀great฀dress฀and฀watch฀a฀customer฀be฀surprised฀at฀the฀$24.50฀
price฀tag.฀I฀love฀that.
฀–฀Arthur฀Lewis