Banana Republic is inviting customers to discover a collection of elevated, elegant styles curated specially for a momentous day. The brand’s digitally-led Weddings & Events shop went live in May, outfitting customers for a variety of occasions from engagement party to honeymoon, and wedding guest, too.
Although the brand has featured occasion shops in the past, this is the first dedicated Weddings & Events shop Banana Republic has offered in years. Why now? Jessica Magaro, Head of Digital for the brand, says there is a “massive” macrotrend and resurgence of events this year—weddings, especially, are forecasted to hit a 40-year high, with more than 2.6 million weddings expected.
According to the Q1 apparel industry research report conducted by Google, 47% of shoppers plan to purchase 2-3 dresses for summer, with ‘formal dress’ searches up 202% YOY, ‘bridal shower dress’ up 28%, and ‘wedding guest dress’ up 28%. Suiting has also seen a rise: ‘men’s linen suit’ searches have grown 90% YOY, ‘black suit’ up 74% and ‘grey suit’ 48%, for example.
“People have had to postpone and cancel events in the past two years and are now ready to celebrate with family and friends,” Magaro said. “We want to help style and provide solutions for our customers’ important events, both leading up to as well as on that special day—and even after, with honeymoon attire.”
With the headline of “An Invitation to Joy,” Banana Republic beckons with elegant dresses and tailored suiting with elevated styles that are attainable. Sartorial pieces inspired by classic Italian style. Elevated silhouettes for dresses that leave an impression. Jewelry with radiant stones and metals create a sense of polished delight. The shop curates the BR Look with product beyond workwear for customers and highlights how to pair styles as customers embark on the journey of a lifetime.
Since the launch, Banana Republic has seen strong traffic and engagement in the shop and all-time high AOS (Average Order Size). Paradise to Discover is the shop’s top subcategory and the top styles include Banana Republic’s seasonal fabrics like linen and color in men’s suiting, specifically the Milano Linen Suit, Pelle Suit, Roma Suit, and the Irish Linen Suit. In women’s, the One-Shoulder Dress, Cutout Dress and Meridian Linen separates have all been top-sellers.
“Once the macrotrend came to light, our cross-functional teams came together to ideate this concept, drawing on inspiration from our trend team, key product from our merchandising team, the styling of our visual teams, and storytelling from our marketing and creative teams,” Magaro said. “It was a heavy lift and a huge team effort to make this shop so beautiful.”
Banana Republic plans to update the shop monthly with new styles to ensure it stays fresh and compelling all year. Shop the collection and share with the soon-to-be newlyweds in your life here.
