Banana Republic is doing something very interesting with their dotcom this holiday season: the entire site has been turned over to gift giving. They cut the product line down to gift items, they swapped in a gift look and feel, and, most drastically, revamped the nav. Product-based nav is out (shirts, sweaters, outerwear, etc.), price-based nav is in (under $50, $50 to $100, above $100, etc.).
I'd love to see the planning that went into this, and the analysis that will come out of it...
Very cool. It's important to note that the price (secondary) nav only appears after a main nav item is selected. Where did you hear they cut the product line down to gift items only?
Posted by: Joshua Kaufman | Dec 13, 2004 at 01:49 PM
I'm embarassingly familiar with their nav / product line, and they're definitely missing a bunch of stuff.
Posted by: michael sippey | Dec 13, 2004 at 02:07 PM
This is definitely something noteworthy. Perhaps even buzzworthy. I can guess at the strategy that went into this decision but, yeah, I would love to know the value per order, number of items per order, number of inactives reactivated, new customers...it's a fascinating experiment! This move by BR is definitely one to watch.
Posted by: Bill Rattner | Dec 14, 2004 at 04:36 PM
Me too Bill. I will keep watching too.
Posted by: mark | Dec 16, 2004 at 01:34 PM
keeping my eye open
Posted by: mark | Dec 31, 2004 at 08:51 AM
Looking kinda good to me >:^)
Posted by: Jennifer | Jan 17, 2005 at 07:28 PM