
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: A career development system had to be built within a dynamic retail store environment.
A successful campaign required that existing channels be leveraged without relying on
technology, 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 brought world-class
career development thinking to 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 sustained effect
throughout the company. The program's resulting buzz inspired Banana Republic's parent
company, Gap Inc., to partner with Bonfire in building a corporate-wide campaign.
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