Millennials are no fans of Banana Republic

A new study from RBC Capital reveals that reversing Banana Republic’s ongoing sales decline is not going to be an easy fix for Gap Inc., reported thestreet.com.



In the survey, 48% of millennials polled said they disliked the chain compared to 22% who said they liked it. A majority of non-millennials also said they disliked the brand.



"Millennials and non-Millennials are willing to view Gap as a fashion resource, while Millennials in particular appear to be drawn to Old Navy's value positioning,” wrote RBC Capital Markets analyst Brian Tunick.



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