Banana Republic, Brand extensions, integrated public relations and advertising campaign, integrated marketing, retail marketing, infant clothing, infant fashion




Banana Republic is a luxury line of clothing for the modern and professional adult. Banana Republic’s parent company Gap Inc. has experience extending their clothing services to infants. This Baby Banana advertising and public relations campaign proposes and introduces an infant clothing brand extension of Banana Republic. Baby Banana is a line of luxury clothing targeted at current Banana Republic customers that are new or soon-to-be parents. A target audience, key publics and SWOT analysis were completed to gain insight used to develop tactics. Tactics created for this campaign include: four print advertisements, four outdoor advertisements, three television commercials, a media kit, a nationwide contact list and a calendar for implementation. This campaign also includes a creative discussion of all tactics and reasoning behind suggested implementation.