Chapter 10 : Product Concepts

       Banana Republic is a distinguished brand that many people associate with good quality products and customer service orientated employees. The products this company offers can be considered shopping products, which essentially means that the products are usually more expensive than a convenience product and they can only be found in a few stores. Typically, these kind of products don't have substitutes, but the consumer does their research in order to find the right product for them. In Banana Republic’s case, there are substitutes for clothing, but a customer would consider the style they are aiming for, their price range, lifestyle compatibility, etc. and make the decision whether to purchase their products or not. There are two types of shopping products: homogeneous and heterogenous. Homogeneous shopping products are mainly for consumers looking for products at the lowest price with the desired features. Meanwhile, when a consumer is shopping for heterogenous shopping products, one can’t really compare them because the price, quality, and features are so different. Banana Republic’s products would thus be considered as heterogenous shopping products. 

       Banana Republic’s products are also released in product lines, typically during each new fashion season along with the company’s different ad campaigns. These lines can include anything from handbags and jewelry to suiting to every day casual attire. In terms of branding, Banana Republic has made great efforts in establishing themselves as a company of distinct quality and customer service and their products are evidence of that. Also, the brand name, including the Banana Republic logo lettering is distinct and known to be that of the company. 

Banana Republic's logo with its iconic lettering

       Hand in hand with Banana Republic’s aim to provide the best customer service possible, the company also offers guarantees on their products to help satisfy their customers. Banana Republic offers an express warranty, meaning they have a written guarantee for their customers. Should the customer need to return a product or they were sold an incorrect item, the Banana Republic written policies would help protect the customers. Not only that, but the policies and guarantees provide customers with knowledge. This is just another way in which Banana Republic is working for their customers. 

One of Banana Republic's guarantees on returns and credits