fashion style for spring 2016

Marketers can work their magic on nearly any product. Take Banana Republic. How did a clothing company that started out selling safari wear end up selling corporate casual clothes? Founded in 1978 in Marin County, California, as a catalog company, Banana Republic became known for its mosquito netting, grass ceilings, and travel trunks, and the Jeep parked in the window of every store. Gap Inc. bought the chain in 1983 and took it nationwide. In the late eighties, Banana Republic CEO Jeanne Jackson shoveled $150 million into marketing to achieve one of the most surprising transformations in the retail world, rendering the old safari store both unrecognizable and infinitely more popular. The retailer’s new ownership had realized the limits of the safari theme basic clothes that were slightly more upscale than Gap’s would surely sell better than safari hats and khaki jackets covered with multiple pockets ostensibly meant for holding bullets, knives, and whatever other tools one might find handy in the African bush. The drastic transformation seemed like a long shot almost on par with Frederick’s of Hollywood abandoning sexy lingerie to sell only baggy flannel jammies. But it proved that a clever marketing plan with enough funds behind it could convert even the most skeptical Fashion Victim. McFASHION IS UNINTIMIDATING Originality is scary. Average people who stick their necks out and dabble in the unusual (unlike a few untouchable celebrities and fashion insiders) are customarily viewed as freaks. People, on the whole, want to stand out just enough so they can feel like individuals, but not so much that they’re looked upon as weirdos. The line between stylish and screwball is a fine one. So we have to be careful not to overstep the boundaries of what’s considered socially acceptable. “There’s a sense of community and belonging in shopping at a widely accepted outlet store,” says anti-consumerism activist Packard Jennings. “It’s an insecure kind of belonging. These stores have an entire fashion sensibility; no matter what clothing you purchase it is guaranteed to match the other clothing from the store. You’re assured by their label that you won’t be mocked for your fashion selections even if you’re wearing a fleece vest.”
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fashion style for spring 2016

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fashion style for spring 2016

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fashion style for spring 2016

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fashion style for spring 2016

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fashion style for spring 2016

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fashion style for spring 2016

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fashion style for spring 2016

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fashion style for spring 2016

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