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Resort is the one season that should exist year-round, at least as far as Banana Republic is concerned.
This story first appeared in the January 25, 2010 issue of WWD. Subscribe Today.
The retailer has launched the Luxe Leisure capsule collection, a 40-piece range that includes swimwear, tunics and other beachy attire to be sold 12 months a year at its warm weather stores, as well as a handful of other locations. The collection will be in stores in late March.
“We’re trying to capture the needs of the customer,” said Simon Kneen, Banana Republic’s creative director and executive vice president, adding that for now, Luxe Leisure is a women’s-only line. “They’re going away for weekends, and with the snowbirds going to Florida, there’s always a need for [resort wear] in the middle of the season.”
As for how Luxe Leisure, which is priced along the same lines as the core collection ($29.50 to $110) differs from the spring/summer collection in-season, Kneen said they will essentially be one and the same during the traditional summer season, with two additional collections set for fall/winter for a total of four annual deliveries.
Luxe Leisure, described by Kneen as “full-on summer with lots of bare skin and a lot more color,” is Banana Republic’s third capsule collection, along with Heritage and BR Monogram.