Banana Republic Revives Its Adventurous Past With Rebrand

The retailer is returning to its roots, with photojournalist vests and leather jumpsuits

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Gap Inc.’s Athleta and Old Navy banners have been getting all the attention lately, given a recent deal with Simone Biles for the former and a shift to store-wide inclusive sizing at the latter.

But that may be about to change.

With declining sales and nothing to really differentiate it from its sister brands, Banana Republic has embarked on a massive rebrand that will see the apparel retailer return to its adventurous heritage under the tagline “Imagined Worlds.”

“We promise our customers an expedition in imagination and deliver to them ‘Imagined Worlds,'” chief brand officer Ana Andjelic told Adweek.



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