Safari jackets, rugged boots, and storytelling
How Banana Republic built their empire telling stories
The year was 1986. I was 13, growing up in northern Mexico, and weekend shopping trips to Texas were kind of a family ritual. My mom, dad, siblings—we’d pile into the car, cross the border, and hit the malls. It was our thing and I loved every minute of it.
The malls were amazing back then. Music. People. Spencer's Gifts (yes, I was a weird kid). And there was one store I always looked forward to: Banana Republic.
Back then, it wasn't the slick, upscale fashion brand we know today. It was something entirely different—an experience, a journey, an escape.
I'd walk through the entrance, past vintage maps, safari trunks, and displays straight out of an adventure movie. I felt transported. My imagination raced with scenes from distant lands I'd only ever read about or seen in Indiana Jones films.
The clothes were far beyond my allowance—and let's be honest, probably too grown-up for a 13-year-old—but that didn’t stop me from dreaming.
And looking back now, I realize exactly why Banana Republic had that effect on me:
They didn't just sell clothes.
They sold stories.
Here’s how they did it—and what you can learn from their brilliant strategy.
The hero of this story is... well, story.
When Mel and Patricia Ziegler founded Banana Republic in 1978, they didn't set out to create just another clothing brand. They wanted to create an experience—an escape from everyday life.
Mel was a journalist. Patricia, an illustrator. Together, they combined their skills into something magical: storytelling wrapped in adventure.
Their catalogs were legendary.
Boring descriptions, out. Storytelling, in! Every item in the catalog was given a personality, a backstory. Safari jackets, cargo pants, leather boots—all came with vivid narratives. Suddenly, a jacket wasn't just fabric. It was something you’d imagine wearing on an African safari or exploring the bazaars of Morocco.
Banana Republic's catalogs felt like travel journals. Filled with fictional tales and whimsical notes, they were irresistible. And customers ate it up.
The art & science of the catalog
Hand-drawn illustrations. Sepia-toned sketches. Vintage maps and notes scribbled in the margins. The works.
Each page looked and felt like it belonged in an explorer’s diary. Every image, carefully chosen, pulled readers deeper into the adventure.
But above everything else... The copywriters at Banana Republic understood one crucial thing: People don’t buy clothes. People buy identities. People buy dreams.
And that emotional connection they created with masterful copy and stories is what built Banana Republic’s fiercely loyal fanbase.
Here are a few unforgettable examples from their vintage catalogs:
The power of escapism
Banana Republic’s stores carried the storytelling beyond print. They were immersive experiences. Stepping inside was like entering a portal to another world. Antique globes, weathered leather suitcases, exotic décor... every detail designed to evoke wanderlust.
It was retail theater, and shoppers didn't just browse. They dreamed.
Even me (13 years old, a border-town kid with an allowance barely enough for a slice of pizza and an Orange Julius), I got swept up in their world. I saw those clothes and imagined the adventures I'd someday have, wearing exactly that safari jacket or those rugged boots.
That’s the power of great storytelling: it transcends age, borders, budgets.
Brands change, storytelling endures
In 1983, Banana Republic was bought by Gap Inc. Gradually, the safari tents and whimsical stories faded.
The brand shifted to a sleek, upscale vibe. It doesn't feel the same anymore. It's more polished, less adventurous.
Fortunately storytelling never fully left the building.
Today, Banana Republic has returned to its narrative roots. Partnerships like their collaboration with HBO's "The White Lotus" prove they're still in the business of stories. The mediums and messages have evolved, but the essence remains.
Stories still sell. They always have. They always will.
Your brand needs a story too!
Banana Republic wasn't an anomaly. They tapped into something universal: our deep, human craving for story. People don’t just buy products; they buy the story behind them.
Your customers want to be transported. They want to feel part of something bigger, something meaningful.
And here's the good news...
You don't need a huge budget or fancy stores to create powerful narratives. All you need are the right tools, a bit of practice, and a willingness to lean into your imagination.
If you're curious about how to turn your own brand into a storytelling powerhouse, there's
a program I highly recommend checking out. It’s called Storycraft, and it’s designed specifically to help you craft irresistible stories—stories that sell.