GAP'S Brand Performance Slump Will Host Fashion Week

After several quarters of declining performance, Banana Republic is trying to implement a new strategy.

In the last quarter, sales of Banana Republic fell 12% year-on-year.

GAP's brand Banana Republic (Banana Republic) announced February New York

After that, costumes will be sold online.

It is understood that in general, during the fashion week, consumers can only look at the "notice", which can be bought in a few months.

Sometimes, when these services appear in the store, the popularity may be over.

Banana Republic realized that today's consumers are becoming impatient and want to buy the latest products at the fastest speed.

"After the show in New York fashion week, the first question we receive from customers is," when can I buy it? "

Banana Republic, senior vice president of global marketing Lexi Tawes pointed out.

It is reported that in February 13th, Banana Republic will hold the 2016 autumn fashion week.

Tawes said that this time, customers can buy some styles from the Internet in a few days.

"This is a way of giving back to our customers."

She said.

Obviously, after several quarters of decline in performance, Banana Republic is trying to implement a new strategy.

In the last quarter, sales of Banana Republic fell 12% year-on-year.

In this regard, comments have been made that the clothes that appear on the T platform are immediately realized, which is obviously the way of Zara (thematic reading) and H&M, and they are famous for their low price and fast speed.

"It seems that Banana Republic, which has always been on the top line, is also starting to emulate the fast fashion brand.

From this, we can see that the fashion industry is struggling to get close to consumers.

"We have designers.

Everyone is complaining about these shows.

Because there are problems in it, so we can't afford to buy them. "

Diane von Furstenberg, chairman of the American Fashion Designers Association, has also spoken openly.

Banana Republic was founded in 1978 in California, USA, and was bought by GAP in 1983.

Turning to high-end luxury, it is one of the most expensive brands in GAP and has not yet entered the Chinese market.