Banana Republic unveils omnichannel campaign for spring

Banana Republic will unveil an omnichannel marketing campaign called “True Outfitters” in March 2014.

Styled by Jessica Diehl and shot by Mikael Jansson, the campaign was developed with Laird+Partners, Banana Republic's advertising agency. The campaign will appear in March and April publications, supplemented by outdoor, online and direct mail. Digital portions include a dedicated website and a special YouTube event on March 2.

"Banana Republic represents an approach to style, living and a state of mind that continues to define the modern wardrobe," said Banana Republic global chief marketing officer, Catherine Sadler. "The ‘True Outfitters’ campaign delivers authenticity and cultural awareness which is the currency of choice for the modern customer."

"We've been outfitters since our days on safari, and today we outfit people for their modern lives — for all those things that make up day to day life, and especially those big and small moments that matter most," says Jack Calhoun, Banana Republic global president. "'True Outfitters' represents Banana Republic at our best — helping us stand out in a crowded marketplace — and reflects our roots in our hometown of San Francisco."



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