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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.