In her 17 years at Gap Inc ., Meena Anvary has been charged with future-proofing its brands. But her latest role as Banana Republic’s chief marketing officer (CMO) took her on a journey to the past, into its 1980s archives, where safari jackets, travel diaries, and a spirit of wanderlust once defined the label .

Now Anvary and her team are dusting off that heritage for a new era, a marketing pivot she hopes will let the brand reclaim its status as a premium shopping destination.

“We’ve been redefining and sharpening our purpose and positioning,” the marketer told ADWEEK. “We’re a premium lifestyle brand, and from a purpose standpoint, we want to inspire a mindset of exploration. When you look at the Banana brand codes from bygone days, it was all about adventure and a sense of curios

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