Mel Ziegler: Surplus apparel required storytelling to sell
Mel Ziegler · Banana Republic: Mel and Patricia Ziegler · Aug 19, 2024 · at 28:03
Mel Ziegler, co-founder of Banana Republic, explains the foundational retail philosophy behind creating fictional narratives to market surplus garments.
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“We were only going to be able to sell these kinds of things if they had stories attached to them.”
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