CREATING A COVETABLE FRANCHISE
The collaboration with European fashion-designer and dress maestro, Roland Mouret, was created to establish Banana Republic’s proprietary stretch fabric, Sloan, as a core product franchise. BR x Roland Mouret launched globally with events in Japan, London and New York, a digital video featuring the designer with his muse, Karolina Kurkova, distributed across all digital platforms, and an ambitious editorial and celebrity seeding program that generated unprecedented impressions. Most critically, it established Sloan as a major core product franchise, which continues through today.
INTEGRATING THE BRAND INTO THE ZEITGEIST
The breakthrough partnership between Banana Republic and AMC’s hit show, MadMen, is now emblazoned in marketing and merchandising legend. BR, with its powerful presence on every high street and huge, active database, needed relevancy and cool - plus added product freshness. AMC needed its new show to become a cultural powerhouse, yet lacked fashion cred and direct-to-consumer reach. Together, we blurred the lines between broadcast and fashion, fueling each other’s success over a record 3 years, winning audiences, sales and awards all along the way.
EXTENDING PRODUCT DESIRABILITY THROUGH PARTNERSHIP
A hallmark of our work are strategic brand alliances that deliver customer value through extending the product assortment of the brand in surprising and complementary ways. This was at the heart of the collaboration with Finland’s Marimekko which whimsically married their iconic prints with Banana Republic’s most coveted silhouettes. Known for an understated sensibility and a neutral palette, BR was able to expand into the joyful print of summer. Brought to life, the collab launched globally across both traditional and digital channels, garnering over 1 billion global impressions, brand engagement and product sell-through.
LEVERAGING THE ROYAL WEDDING OF THE DECADE
The most successful fashion collab in BR’s history, the Issa of London collection was strategically launched with the engagement announcement of Prince William to Kate Middleton (wearing Issa, of course). The comprehensive global outreach across press, social and broadcast resulted in over 2 billion global impressions and accelerated dress sales for the brand.
