Banana Republic offering select items for immediate purchase at Fashion Week

There has been a lot of talk in the fashion industry, more specifically in New York City, about the future of New York Fashion Week and taking a more consumer based approach towards it. First, Rebecca Minkoff announced that she would be taking a consumer focused approach to her show, then the CFDA announced they are in talks with a consultant to revamp NYFW to make it more about consumers. Now, Banana Republic has announced that they will be the latest brand to take a consumer approach to one of the biggest weeks on the fashion calendar.

In February, Banana Republic will be introducing a direct-to-consumer program that will allow customers to shop a limited number of styles immediately after their Fashion Week presentation on February 13, 2016. At Fashion Week in February of this year, Banana Republic participated for the first time with a presentation. Previously, they had shown the collection to the media and didn't participated in NYFW.

Banana Republic shifting to consumer focused model for NYFW

Lexi Tawes, senior vice president of global merchandising at Banana Republic, told WWD that "There’s been a lot of conversation of selling directly to customers and getting it into customers’ hands. We’re going to give them a select group of looks at the show [that are available for immediate purchase].”

Around 10 styles will be immediately available for a limited run, and will be marked on bananarepublic.gap.com for immediate sale. Price points for the times will range from 100 dollars to 300 dollars. The items available will be women's only and will be offered in misses' sizing.

Earlier this year, Marissa Webb stepped down as creative director of the brand, although she is staying on in an advisory role. Without Webb at the helm, Banana Republic could see a shift in their aesthetic next season. Webb originally tried to elevate Banana Republic to a more high fashion aesthetic, but the brand saw a decline in sales this year. Perhaps they might make a return to their roots in an attempt to boost sales figures.