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Banana Republic is 30 and the retailer is using the occasion to emphasize — or proclaim — that it’s a lifestyle brand. “We are in the process of defining the brand as having more of a city style,” said Raul Martinez, executive creative director of Banana Republic’s ad agency AR. So in its fall ad campaign, the brand went with a more well-known model — Carolyn Murphy — as its female face, versus the relative unknowns it’s used in the last few seasons.
The campaign, shot by Tom Munro at Milk Studios, will launch with a 12-page insert in Vogue, Vanity Fair, Elle, GQ and Harper’s Bazaar. The lengthy insert is a first, but Peter DeLuca, chief marketing officer, said it is necessary to tell a more complete story of what the brand is about. In addition, a limited edition booklet will be available for in-store customers only, called the “City Insider Guide.” The booklet will include images from the campaign, fashion tips and a listing of top restaurants, museums and bars from select cities. “We want to try and do this again,” DeLuca added. “It’s about creating a stronger presence.” The guide will be available in stores from Aug. 28 through Sept. 7. DeLuca declined to discuss the brand’s ad budget.
This story first appeared in the July 25, 2008 issue of WWD. Subscribe Today.