Banana Republic Unveils New-Look Flagship

NEW YORK — At Banana Republic, it’s about lightening up — both the color palette and the attitude. The flagship opening today on Fifth Avenue in Manhattan’s Flatiron neighborhood is the latest expression of the brand’s makeover, led by the wispy creative director, Marissa Webb. The $2.9 billion, 700-unit division of Gap Inc. has been stalled over the past few years due to increasing competition and a collection that got stale, so it’s seeking to increase its relevance and growth rate. The two-level, 27,892-square-foot flagship here, with 14,338 square feet for selling, breaks from the brand’s monochromatic, all-too-serious careerwear image with an infusion of color and a greater variety of casual clothes intermixed with some of the longer-standing looks suitable for work. Bing Crosby-style straw fedoras, Superga sneakers and blush moto jackets, as well as Banana’s “Heritage” cargo jackets and linen sweaters, bring a broader appeal and a touch of playfulness. In men’s, softer, less-constructed blazers are styled with linen sweaters, scarves and T-shirts, and paired with chinos or denim. For Banana Republic, a palette that was predominantly black and white has been invigorated this season with peaches, teals and mustard yellows. Located at 105 Fifth Avenue near 18th Street, the flagship showcases

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