Banana Republic 2009 Annual Report Download - page 9

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Bold, persuasive offers
Due to customers’ shifting shopping habits, “value” became a key
consideration and, to deliver on this, each brand challenged itself
to bring a clear and specific value proposition.
Old Navy introduced its effective SuperModelquins as the voice
behind its campaigns to talk energetically about value. The results
have been tremendous. By getting closer to our customers, the
brand gained market share and drove traffic through its irreverent
marketing and aggressive, one-day promotions.
Another example was Gap’s “accessible premium” platform.
The brand generated momentum through its integrated market-
ing and buzz-building 1969 denim campaign. The social media
campaign drove more than 52 million impressions online alone.
Pop-up stores in Los Angeles and London created a sense of urgency
among influential celebrities and bloggers. At the same time, we
dressed the New York Stock Exchange traders—for the first time in
history—in denim to coincide with our 40th anniversary.
Banana Republic—with its focus on “affordable luxury”—adjusted
the marketing strategy after putting new product filters in place
for the second half of 2009. One way to broaden the message
has been through collaborations with partners who have like-
minded customers, including Virgin America, Kimpton Hotels,
LinkedIn, and the popular TV series “Mad Men.”
Old Navy’s three day promotion
for Black Friday, called “Gobble-
palooza,” drove excitement to
stores with Rock Band giveaways
and special holiday values.
Banana Republic introduced
a “Mad Men” promotion in
more than 400 stores with
modern takes on the classic,
iconic ‘60s-style.
Globally, the marketing
message is reected in each
store, including Gap Japan’s
new Harajuku agship.