Banana Republic SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 15477

SWOT Analysis of Banana Republic with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Banana Republic

Parent Company

GAP Inc.


Apparel and Accessories


Lifestyle & Retail

Tagline/ Slogan

Accessible luxury


Banana Republic specializes in higher-end clothing and basics, carrying suits, personal care, and intimates



Banana Republic caters to a segment looking for premium products willing to pay a premium price

Target Group

Target market is the 25-35 age group.


Fashionable wear at accessible prices.

SWOT Analysis


1.Global brand recognition and popular brand image

2. Franchising system opted by the brand and thus easy to expand.

3. The brand is popular with premium class looking for luxury

4.International fashion and global trends are religiously followed by the brand thus satisfying the needs of its loyal customers
5. Offers diverse products like apparel, shoes, handbags etc for both women and men
6. Strong distribution of Gap means available at all multi-brand retail stores globally


1. Sometimes perceived as an extremely expensive product
2. Competition from existing brands means more brand switching


1. Global markets in Europe and China and other emerging economies
2. Penetration of e-commerce i.e.  sales made online is growing
3. Tie-ups with fashion houses and retail chains


1. Economic fluctuations affect apparel retail business
2. Cost of prime real estate is competitive, i.e. location of stores is a key factor of it’s strategy
3. Increasing awareness and penetration of competitive brands



1. H&M

2. Forever21

The table above concludes the Banana Republic SWOT analysis along with its marketing and brand parameters.


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