Banana Republic 2011 Annual Report Download - page 7

Download and view the complete annual report

Please find page 7 of the 2011 Banana Republic annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 100

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92
  • 93
  • 94
  • 95
  • 96
  • 97
  • 98
  • 99
  • 100

partnership with the National Football League to offer fans
products of their favorite teams at their neighborhood
Old Navy store. We remodeled another 100 Old Navy stores,
most of which are downsizes that create the right shopping
environment for customers.
At Banana Republic, the men’s business is maintaining its
winning streak and the brand applied those learnings to
improve the women’s product over the course of 2011,
leading to stronger results. The brand’s marketing now brings
its versatile work focus to life, highlighting modern, covetable
options that take customers from desk to dinner. Among our
most buzz-worthy marketing campaigns was the partnership
with the popular American television show, “Mad Men.”
2011 was a landmark year for our newest brand, Athleta.
Building upon the successful catalog and online business
with extremely loyal customers, we opened eight more retail
locations across the U.S., where female athletes can build
community and inspire one another. We’ll keep expanding,
with plans to reach 50 stores in 2013, and we launched our
first national marketing campaign, called “Power to the She.”
At Piperlime, we continued our evolution from an exclusive
shoe website to offering a wider range of products with the
intention of becoming the “antidote to the department store”
for shoppers seeking fresh and localized offerings. We’ve grown
our apparel assortment for women, and added men’s clothing.
Once again, a stand-out performer for Gap Inc. was our
Direct business, which grew more than 20 percent. Through
our online strategy of shipping product to 90 countries in all
and enabling customers to shop from every one of our brands
at once, our online revenue exceeded $1.5 billion in 2011. We’re
on the path to our goal of $2 billion in revenue from our
Direct division by 2014.
Innovation is key to the success of online, and this year marked
yet another year of customer-focused initiatives that received
incremental investments. Some of the accomplishments
include: deploying a number of new tools to allow customers
to shop more easily from any location, including their smart
phones; establishing a new distribution center in the western
United States to better serve our North American customers;
and stepping up targeted and personalized online marketing.
continued
2011 Gap Inc. Annual Report