There is a difference between not connecting with the right target market and not delivering what your target market demands. Like we have said time and time again, creating dynamic marketing and advertising campaigns will not and cannot save a bad product. This is nothing new; we only repeat what the greats like Ogilvy, Bernbach, and Lois have exclaimed over their impressive careers.
Yet brands continue to blame and criticize the game, rather than bringing attention to their own play.
With this scenario, we bring up Banana Republic.
Many of you may be aware that Banana Republic and Gap, its parent company, has been facing some trials these past couple of quarters. The group has had some turnover in key creative positions, while in the meantime they’re still trying to figure out what its exact brand identity is going to be.
Fortune highlighted one of the group's short-sighted thoughts. In a call with shareholders, a spokesperson said that the brand's decline has been due to "product acceptance challenges".
"Product acceptance challenges,” meaning Banana Republic is not delivering the products that the target market wants. The challenge, then, is far from the target market simply refusing. The challenge is for Banana Republic to deliver something that its target market wants. No rebranding effort will help a business sell and continue to sell its products. BR needs to hit the product drawing board, examine trends, research its market, and find out what its target market will accept.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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