BANANA REPUBLIC/Men's and Women's Clothing: Chapter 5 : Developing a Global Vision

Banana Republic is an expanding company with a growing international presence. Although most of their stores currently reside in the United States and Canada, the company (along with their parent company, Gap Inc.) have big plans for the brand to reach global markets. They originally made their first appearance in an international market in 2005, when the company opened its first store outside North America in Tokyo, Japan. And just two years later, Banana Republic opened another store in a different Asian market, Seoul, South Korea. Ever since, Banana Republic’s global vision has been growing. The next step in their plan is to do a major push in Europe along with adding franchise outlets in Africa and the Middle East. The company also wants to expand its locations in Asia, where disposable income is rising, making those countries perfect markets to penetrate. However, the company is a luxury brand, so as they expand they are taking into great consideration the markets in which they enter.

In terms of their strategy, when it comes to opening new stores in new countries the company believes it is best to go all in. By the end of 2014, Banana Republic hopes to increase its number of stores to 700, with new international locations added. All their new stores have a common factor, that being that they all are located in big, heavily populated cities and in “fancy” areas where there are likely to be the type of consumers that purchase Banana Republic clothing. Some of Banana Republic’s earliest global stores in Europe opened in France and Italy, since the company desire to be highly recognized by the fashion world. Banana Republic also ships to nearly 50 different countries, which also aids in spreading the company’s product and brand all over the world.

Banana Republic now offers international shipping to nearly 50 countries worldwide

The company has also expanded its outreach by putting itself in the world of social media. Banana Republic can be found on Facebook, Twitter, Pinterest, and Instagram. By having a social media presence, the company is able to expand internationally. Consumers far and wide have the opportunity to interact and connect with the company. They can see what the company is, what it represents, and the type of product it offers. Not to mention, the company can also learn about their consumers through the use of these sites and apps. Social media is a strong marketing and learning tool for this company.