Banana Republic To Shutter Its UK Stores Amid A Sales Slump

October 25th, 2016 by Trefis Team
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GPS: Gap logo
GPS
Gap

Gap Inc (NYSE:GPS) is set to close all eight of its Banana Republic stores in the UK, as part of its review of its overseas presence. The company intends to focus on North America to revive its sales, after announcing in May that the company will be reassessing its international operations of Banana Republic, which can be identified as a weak link for the Gap. The majority of the stores will be closed by the end of its 2016 fiscal year, a company spokesperson stated, a measure which was part of a broader strategy to improve the company’s overall performance. Shoppers will still be able to order items from the retailer’s regional website.

See our complete analysis for Gap Inc.

Banana Republic can be identified as the weak link for the company, as it has not reported positive monthly comparable sales for over a year. Lackluster product assortment is pushing customers away from the brand, and the consumers are unwilling to pay the premium prices it once commanded. Consequently, it is falling into the same trap as Gap, by resorting to discounting and deals to get rid of the built up inventory. In May, the company had warned of weak sales across its portfolio, and noted steps would be taken to streamline its business. This included evaluation of its Banana Republic and Old Navy operations outside North America. Further, in Banana Republic and Old Navy, the company has made adjustments to the ticket prices, where it was felt that the initial prices weren’t competitive. CEO Art Peck is also following in the steps of his predecessor, Glenn Murphy, by focusing on speeding up the production time and improving the supply chain. The company has also been looking to improve its production times and work on its processes in order to quickly react to the changing fashions. This would help them to better compete with fast fashion retailers, such as H&M and Zara.

Gap & BR- Comps

Banana Republic is also converting some of its full-price stores into outlets, located in urban shopping areas in the US. According to reports, at least three will be converted this year, including one in Queens, expected to open as a factory store this month. As per a statement regarding the conversions, Banana Republic said “We always evaluate our store fleet to ensure we have the right stores in the right locations to best serve our customers’ needs.” However, this move may undermine its recent efforts to turn around the brand, since factory stores tend to offer merchandise at lower prices, which would, in turn, negatively impact the company’s strained margins.

A study recently released by RBC Capital indicated that reversing the situation Banana Republic finds itself in will not be easy. In the survey it was found that 48% of millennials disliked the brand, as compared to just 22% who said they liked it. The brand didn’t do that well with non-millennials either; 53% of non-millennials surveyed disliked the brand, as opposed to 18% that viewed it favorably. The older, non-millennial audience was more likely to shop at traditional retailers, such as Kohl’s, J.C. Penney, Macy’s, T.J. Maxx, Ross Stores, and Burlington. The survey goes on to show that 75% of respondents never shop at Banana Republic. Meanwhile, Gap and Old Navy fared better; about 40% of millennials dislike the Gap division, versus 35% who like it, while 39% of non-millennials hated the brand and 29% viewed it favorably. Old Navy was the clear winner, with 53% of millennials liking the brand versus 23% disliking it. Non-millennials were fine with the brand too, with 45% viewing it favorably, and 31% not. The brand’s value positioning is working in its favor, while Banana Republic’s higher price points are working against it.

The brand is banking on its collection co-signed by fashion personality Olivia Palermo, their newly hired global style ambassador, to help pull itself out of the rut. The collection, which debuted at the New York Fashion Week, went on sale online alongside the presentation, in continuation of their see-now-buy-now strategy. Like other mall-based retailers, the company is being hurt by the declining foot traffic, and a shift in consumer spending towards travel and experiences, rather than on clothing. The retailer’s strategy of never-ending discounts has also trained customers to avoid buying at full price. In its earnings call in May, Peck acknowledged the damage done to the Banana Republic brand by its excess promotions. The company has now tightened its promotions, and instead of discounts, the brand is offering its limited-edition collection with Palermo in order to attract more customers. While its recent offerings have been panned by the consumers, the success of this collection remains to be seen.

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Notes:

1) The purpose of these analyses is to help readers focus on a few important things. We hope such lean communication sparks thinking, and encourages readers to comment and ask questions on the comment section, or email content@trefis.com
2) Figures mentioned are approximate values to help our readers remember the key concepts more intuitively. For precise figures, please refer to our complete analysis for Gap Inc.
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