Banana Republic Factory Store Retail Scorecard: Mannequin 1, Customer 0.
After eleven years in the corporate marketing retail space, I have amassed a considerable number of experiences—both positive and negative—of how corporate policies can significantly affect customer and employee shopping experiences. It is with a profound sense of bewilderment and sadness that I share my most recent encounter at one of your stores.
Last week, I visited the Twin Cities Eagan Banana Republic Factory Store in search of a dress to wear for a fundraising gala that evening. Having exhausted my existing wardrobe options, I was growing increasingly anxious about finding the appropriate attire for this event. Like many shoppers, I had conducted prior research online and identified a beautiful chiffon pleated dress on your website. This dress caught my eye and as my luck would have it, this dress- in my size, was available at this nearby Banana Republic Factory Store. A serendipitous event suggesting that this is indeed the dress for me!
I arrived at the store and immediately located the dress I desired on a mannequin. Although I searched diligently through the assortment of the same dresses on the adjacent rack, none were the correct size. However, the dress size on the mannequin matched mine and was the one I wanted.
At this same moment, a courteous and respectful Sales Associate approached me, offering assistance. I expressed my wish to try on the dress displayed on the mannequin. However, his response left me totally flabbergasted: He informed me that, due to a strict Banana Republic Corporate Policy, they were not permitted to undress and sell clothes worn by mannequins.
Initially, I mistook his statement for a joke, but it soon became evident by his actions that he was entirely serious. After a thorough search of the store’s inventory, he confirmed that the mannequin was indeed wearing the sole dress of that size in the store. He extended several apologies and even proactively consulted with the Store Manager to explore any potential alternative solutions.
The Store Manager approached me with the same professional courtesy and regretfully explained that I was not the first customer to inquire about purchasing a dress adorning a mannequin. She reiterated the strict BR Corporate Policy, emphasizing the importance corporate has in maintaining the appearance and fit of clothes on mannequins. Any alterations or changes to the style or size were strictly prohibited.
I was bewildered and belittled by the implication that a mannequin’s appearance was valued more highly than me, a paying customer. And, my situation had become unequivocally clear: I would not be permitted to purchase the in-stock dress due to the inflexible BR Corporate Policy regarding the treatment of mannequins.
Regrettably, I left the store empty-handed, filled with a profound sense of sadness. It saddened me that these two Banana Republic employees found themselves caught between having to choose me (the customer) or the BR Corporate Policy. It saddened me that all three of us knew that the right action was to allow me to purchase that dress, but that was prevented by the BR Corporate Policy. And it saddened me that a mannequin was seemingly valued more than a real-life, paying customer.
Gap Inc., I genuinely DO want you to succeed in your turnaround efforts. My intention, and my hope, is that this open letter serves to confirm two important points: 1) there is consumer demand for your clothing; and 2) don’t let your self-imposed, strict BR Corporate Policies take priority over your employees and customers from having an exceptional shopping experience in your BR stores.
The onus (or should I say dress?) now lies with you.
Sincerely,
A Real-Life Paying Customer, not a mannequin
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