Banana Republic is inviting customers to discover a new way to shop with the expansion of BR Atelier, the brand’s complimentary and personalized styling service booking tool, furthering Banana Republic’s vision to be a premier lifestyle brand. With BR Atelier, customers can make in-store or virtual appointments with a stylist at any BR Specialty store in the US. Banana Republic previously announced
the expansion of Atelier with news of the brand’s third consecutive quarter of growth and highlights of the 2022 Fall collection.
“We are setting a new standard for what elevated service looks like,” said Steve Peters, Senior Vice President and Head of Stores for Banana Republic. “Banana Republic is blurring the lines between the in-store and online shopping experience, and the same is true for styling. We want our customers to feel a strong emotional connection with our brand, through both our product and our people.”
Accessible via the Banana Republic website, customers can either choose to reserve a 45 minute in-person appointment or to set up a 15 or 45 minute virtual appointment with any US Specialty store. When making an in-person appointment, customers are directed to an online booking tool where they select the store they wish to visit and choose the date and time that works best for their schedule. They will fill out basic personal information and can choose to input their size and/or styling needs ahead of time, as well as request a specific stylist. Setting up a virtual appointment is the same process, except 15 minutes prior to the start of the appointment, the customer will receive a video link to join their stylist virtually.
“We are obsessing about every customer touch point and making each moment matter,” said Peters. “Whether customers are shopping for a particular event or looking to elevate their wardrobe, our experienced stylists will curate looks, meeting the customer where they are and solving their styling needs.”
The BR Atelier expansion is just one aspect of the customer experience that Banana Republic has transformed in recent months. Banana Republic’s new store expression, most recently brought to life in San Francisco on 2 Folsom Street, Fashion Valley Mall in San Diego, and Oak Brook outside of Chicago, showcases the brand transformation, welcoming accessible luxury with unique customer experiences triggering all the senses.
A new expression has also emerged for BR digital stores, complementing the transformation happening in physical stores. Blurring the lines between channels and elevating brand positioning while building cultural relevance, product is paramount and the redesign allows shoppers to clearly see the quality and detail of every offering – customers experience large, full-bleed images, a cohesive view of the detailed product, elevated page treatment optimized by device, and video storytelling full of movement.