Banana Republic’s Panel of Fashion Insiders

The Gap’s upscale clothing brand, Banana Republic, needed a way to connect and engage with their trendsetting customers, so they launched “Banana Republic Insiders”. Vision Critical was chosen to develop the recruitment plan, manage the online panel and create new ways to engage respondents.

The custom online panel includes almost 50,000 members across the USA and is at the ready to discuss the latest in fashion trends.

Panel members participate in monthly surveys and receive sweepstake incentives and newsletters to keep them “on the inside” of Banana Republic’s fashion news. The surveys provide Banana Republic with valuable information about their customers. And the survey format keeps panelists engaged.

In one particular exercise, Insiders were asked to photograph themselves in various outfits. The result allowed Banana Republic to peer into their panelists’ closets and gave the company a stronger sense of who their customers are – information that’s particularly significant when designing clothes or creating an in-store experience.

Benefits of Banana Republics’ Online Panel:

• Rapid research turnaround
• Cost-effective research, throughout the year
• Creative research methods that keep panelists engaged

Uses for Banana Republic’s Online Panel:

• Attitudinal and Usage Studies
• Quarterly Advertising Study
• Purchase Research
• Directional Reads
• Qualitative Research
• Photo Studies

Don’t Take Our Word For It…

Overall, the benefits for us have been extremely quick turnaround and rapid research, with access to results in real time. Our panel is cost effective, category specific, and very proprietary. We’re able to use it for hypothesis generation and directional validation. Vision Critical has been integral to our panel success –from developing the recruitment plan to managing the panel to developing new ways to engage respondents.

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