Banana Republic has a new ‘Edition’ to the family

While scaling the escalators of the Westfield San Francisco Shopping Centre, you may have noticed something that resembles an unopened birthday gift. Wrapped in what appears to be a hybrid of linked D’s and E’s is the soon-to-be storefront of Banana Republic’s new concept store, Edition.
On May 15, the wrapping will expose a chic buffet of women’s accessories including handbags, shoes and swanky baubles and beads (check out the slideshow below for some of their items). Jack Calhoun, the president of Banana Republic, is more than excited to have Edition open in San Francisco.
“San Francisco is the heart of what we do – it’s a stylish city,” says Calhoun. “It has a real mix of people, but it is a casual lifestyle. It’s the perfect place to launch Edition.”
Banana Republic (or BR as it’s known to many professional hipsters), is a part of Gap, Inc. which is based in San Francisco. That said, it’s only understandable that Edition launches its name in the birthplace of their parent company.
“Banana Republic has a phenomenal past, it was originally based on the idea of discovery and travel,” says Calhoun. “As the brand expanded, it moved with the consumer. It became a high quality casual brand. We want to be current and fashionable providing versatile wardrobe.”
Needless to say, Edition is adding fuel to their versatile wardrobe fire for professionals. I had the chance to talk more with Calhoun about Edition, it’s aesthetic and whether or not they will offer something for us guys who are dying for a new man bag.
What made BR want to start Edition?
There’s a lot of high-end jewelry that’s not really accessible. There was a big opportunity in the market to fill that white space and offer accessible and affordable accessory. (Banana Republic) has grown a lot in accessories, shoes, bags and jewelry. Edition is going to offer a full mix of accessories.
Where did the name come from?
We picked it out of a hat (laughs). Actually, naming the store one of the most difficult things. The name came out of “limited edition.” Part of the idea is that 40 percent of the items are exclusively available at this store.
What kind of woman would shop at Edition?
A woman in her 30’s and who is career-oriented. They have a very active lifestyle. They are interested in clothing in accessories but fashion isn’t the center of their life.
What is the general aesthetic of the store and it's accessories?
It’s feminine and softer. From casual to dressed up, there is a very balanced assortment of jewelry. We have a phenomenal design team with a lot of horsepower.
Do you think that right now is the perfect time to start a spin-off store?
I think where we are positioned in the market of affordable accessories. We have a lot of items under $100. We are also seeing a lot of women gravitating to small accessories – and Edition is good for that. Obviously with the economy, we have to offer people a great product at a good price point. It’s a tough time, but we offer incredible products. We are so proud of what we have to offer to our customers.
Do you think Edition will ever carry men’s items?
This store is a test, so we are starting with women’s accessories – and we are going to learn from that. From there, we will listen to our customers and take their thoughts into consideration. We are going to learn from We currently carry men’s accessories in our Banana Republic stores.
Edition opens its doors on May 15 at the Westfield San Francisco Shopping Centre, 865 Market Street.

http://www.examiner.com/x-508-SF-Fashion-Examiner~y2009m5d11-Banana-Republic-has-a-new-Edition-to-the-family


May 11, 5:54 PM SF Fashion Examiner Dino-Ray Ramos