Banana Republic
Banana Republic
Goals
Banana Republic asked us to create their online presence and digital marketing plan for the launch of their flagship store in London, their first foray into the European marketplace.
Banana Republic has been a well kept-secret for British people visiting the USA for many years. The aim of the new site was to increase visibility within the UK and introduce the brand to a European audience, tying in with the above the line marketing campaign.
Solution
The site formed the initial marketing push to raise the profile for the retailer in the UK and Europe, enabling visitors to experience the brand in a uniquely European context. Functionality included a mailing list sign up that was incentivised by online vouchers redeemable at the store launch.
The design used clean lines and a fresh spring palette to communicate Banana Republic’s brand values to a relatively new audience. This was the beginning of Banana Republic’s UK consumer relationship with an option on the site to register for ongoing information, including news on latest collections, exclusive catwalk show video, special offers and press quotes.
After the store launch, site requirements shifted towards displaying information about clothing collections and in-store services. The site framework was developed to accommodate a wider range of content combining flash and HTML. We created a visually rich platform with a global navigation which can scale to meet future content requirements, and added online booking functionality for an in store personal stylist service. Store locator functionality was also developed in anticipation of expansion outside London.
Results
Site development is ongoing with regular content updates to ensure that each visit is as fresh as the last. Since launch, the site has seen a steady rise in traffic, with peaks at key promotional times.