Situation: Despite its status among fashion's most iconic brands, Banana Republic struggled with employee retention at all levels. Recognizing the high cost of replacing talent, company leadership sought to inspire employees to grow their careers within the organization.

Challenge: The retailer needed a career development system that would be practical within a dynamic retail store environment. A successful campaign required that existing channels be leveraged without relying on technology - one featuring materials that conveyed a fresh Generation-Y aesthetic aligned with the company's brand.

Solution: In partnership with Career Systems International, Bonfire implemented "Fashion Your Future," a comprehensive career development campaign to raise awareness of career opportunities and encourage career conversations at the store level. High impact collateral educated employees on the company's vision and commitment to a culture of development, in-store posters showcased employee success stories, and interactive guides for managers and employees.

Results: The award-winning campaign yielded practical tools for performance coaching and career planning, including a clear and transparent process for job postings, a supporting communication plan, and a measurement strategy that ensures accountability and sustainability. The program's resulting buzz inspired Banana Republic's parent company, Gap Inc., to partner with Bonfire in building a corporate-wide campaign.