Banana Republic’s True Hues capsule – an inclusive range of nude necessities proudly designed for every skin tone – expanded this spring with new styles and colorways. Launched in conjunction with Banana Republic’s Spring Campaign, ‘COLOR-FULL’ in honor of Black History Month, the campaign celebrated people, style and community through the lens of black artists and visionaries like Koto Bolofo, Melodie McDaniel and Campbell Addy.
True Hues is a result of the work our Color Proud Council - Gap Inc.’s first product inclusion initiative, with the mission of bringing diversity to the bottom line by improving product education and pipeline, as well as talent acquisition and retention. Color Proud works hand-in-hand with Gap Inc. leadership and key employees to address inclusivity on all fronts — through tackling bias in the way designs are sketched to the creation of actual products in stores.
Banana Republic’s offers products built for a world of possibilities. This year, we launched the new additions to our customer favorite True Hues collection with Instagram in-feed takeover collage. The photo collage featured a diverse range of skin tones, body shapes and sizes to illustrate inclusivity at the heart of the collection. The coloration of the posts complement a wide range of tones.
After creating engagement and excitement via an online-exclusive offer, we introduced the True Hues collection into all stores. As part of our digital rollout, we shared a behind the scenes video of how our new slip dresses are designed and drawn on women of color. We also featured a time-lapse of our store setup at our iconic Flagship store in San Francisco
The response to True Hues exceeded our goals and was extremely well-received — both by our consumers and our employees. By humanizing the product and the people within our True Hues campaign, we connected with our audience in a personalized way that moved us all. It is one of our highest rated social campaigns of the year.
On Instagram, our posts resulted in a total reach of 257,000 reach and a total social impression of 280,000 (and counting). Overall coverage of the campaign garnered a total 107,000,000 media impressions.
The behind the scenes design drawing video became one of our most viewed pieces of video content on the @bananarepublic channel, with 43,500 views (vs average bench of 24,000).