Banana Republic forgets its history, stylishly.
When I was a kid growing up in West Texas, I loved to get the new Banana Republic catalog in the mail. Like its spiritual successor from J. Peterman, the BR catalog sold a dream of an international life of adventure and mystery, centered on a safari theme that matched the company’s name. Witness:
I’m glad to know this isn’t just nostalgia on my part: the original BR catalog style has been called one “The 10 BEST Catalog Concepts Ever” — and the progenitor of many “sizzle”-oriented catalogs that sell an image of a lifestyle as much as they ever sell actual products.
The “new” Banana Republic look, which is about 20 years in the making by now, also sells a lifestyle, but one that can be hard to distinguish from Ralph Lauren or Burberry.
An image from the Banana Republic site that is used in the current print ad campaign.
Don’t get me wrong: I like the clothes that Banana Republic sells now. (By coincidence, I’m wearing a BR shirt as I write this.) But it’s a stretch to connect this intentionally-upscaled brand as it exists today to the eco-travel-adventure-themed catalogs — and clothes — of the early days. Heck, the old BR was such an icon that academics analyzed its intentional exoticism.
For the 30th-anniversary campaign, the company is touting its lasting devotion to something called “city style.” Successful brand extension? I guess so — BR takes more than $2 billion in revenues per year.
But, even if it means I’m stuck in the past, I hope you’ll forgive me if I hold on to my preference for the old Banana Republic of safaris and adventure.
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(Catalog image sources: one, two, three. Two more great images from the safari days here and here.)
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The same thing can be said about Abercrombie and Fitch, a company that started off essentially selling camping gear, etc. and is now one of the hottest fashion icons for teens and young adults.
Tim – you may need to switch to Magellan’s (ha – “adventure” travel for the 60+ set). ;-)
Liz — Way ahead of you – I already get the Magellan catalog! (But yeah, I’m *slightly* out of their demographic . . .)
Is there any way of getting the old copies of the Banana Republic catalog?
Interesting that I came across your BR history spot, as I just read a similar blog on “askandyforum” & it’s so true how big business corrupts the classic charm factor. I’m 39 & grew up in East Hampton (Montauk) & surfing has remained part of my blood I suppose, but also gone are the good old-fashioned surf shops that had their scent, style & savvy sales stuff.
I have twelve copies of Banana Republic catalogs I’m interested in selling from Holiday 1985 to Holiday 1987, with one duplicate.
Leave a comment if you’re interested.
Thanks for taking the time to comment, Steve, . . . but there are online venues where you’re much likelier to find a taker.