Banana Republic's New Look Starts in Room 7

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Banana Republic is trying to overhaul its image to become the go-to choice for modern clothes in the mall price range. Hiring hip New York designer Marissa Webb as the new creative director was a step in the right direction, but Webb's first collection for the company won't drop until next summer; the brand needs to bring in customers now. Enter, Room 7: A concept that Gap-owned retailer is testing right here in San Francisco at the Grant Avenue flagship.

San Francisco Business Times describes Room 7 as a "space featuring creative displays like a chandelier of shirts, spots to feature third party vendors' candles and décor plus space to spotlight new designs." More trendy boutique than megachain —think moody colors and outdoor elements indoors— this is not your mother's Banana Republic. As the brand continues to aggressively target millennials, Room 7 is the retail lab where execs can test out new ideas. If it's successful, the BR may roll out the concept to other locations. For now, it's exclusively in SF. If you had given up on Banana Republic, Room 7 might make you a believer once more.
· Banana Republic rolls out sleek S.F. showroom, new look [SF Business Times]
· Banana Republic Gave Its Workwear a Makeover [Racked]