Banana Republic comes to Europe
The American brand of fashionable clothes Banana Republic has unexpectedly declared opening of the first firm boutique in Europe. For the overseas launch of a brand the management of the well-known company, which also includes Gap and Old Navy, has chosen capital of the Great Britain London.
Experts consider that opening of a shop in the center of London in March 2008 will be determining for the retail-market and will entail a number of important changes.
After London, representatives of Banana Republic plan opening of their boutiques in Paris, Berlin and Tokyo. According to Anita Borzykovska, Gap’s director of marketing, it is a strategic step prepared by the company for some years. «We wait impatiently for opening of our boutique in London and customers’ reaction to our production. Depending on it we will work above expansion of our commercial policy», - has declared Anita.