Dear Banana Republic,

I am writing to request that you improve the relevance of the email that you send me at least every week. I value your store and your clothing, and I don’t want to opt out of your catalog. I simply want you to pay attention to who I am and what type of information is meaningful to me.

Last week I received an email from a company called Piperlime, which I have never heard of. I guess they are in your family of companies, but you never properly introduced us, and now I don’t care to hear from them. Piperlime offered me a selection of women’s riding boots and heels. As you know, I am not a woman nor have I ever purchased women’s clothing from you. I am a man. I buy men’s clothes. Unfortunately, most of my emails from you are for women and women’s clothing.

I value the Banana Republic brand and I want our relationship to continue. Your store has a special place in my heart. A little over four years ago when I joined a digital advertising agency, I knew that I had to upgrade my wardrobe. So I came to your store, explained my job transition, and a kind store employee spent about an hour with me helping to define my new style. I still go to your store first when I need a new piece of clothing, and I go whether there is a sale happening or not. Frequently, in fact, my wife complains when I buy something that is not on sale. I take these complaints in stride, however, because we have something special together.

I am surprised it has come to this because I know that you know me. You know me from the survey that I filled out when registering for this email. You asked my birthday and my clothing interests (Men). Because I buy with my credit card, I also must assume that you know every piece of clothing that I have ever purchased at your stores. You must know my passion for blue striped shirts, and you might have guessed that I stopped buying my blue jeans from you a few years ago.

I am also disappointed because a lot of my other brand friends seemed to know me well. Netflix asks me how I like each movie I rent from them, and then makes new recommendations based on this information. Amazon recommends books based on my long purchase history with them. LinkedIn suggests friends that I should re-connect with based on my background and that of its other members.

I still think this relationship can work out great for both of us, as long as you make your communication more meaningful to me. For starters, use the information you know about me to provide only news and offers related to men’s clothing. I would be tickled if you actually did this with the catalogs you send me as well. If Kraft can personalize their food magazine, I’m sure you can do the same with your catalogs. I guarantee that I will open your emails and order from you more often.

And if you really want to strengthen our relationship, I would appreciate fashion tips and suggestions in addition to weekly offers. After all, my purpose in buying clothing at Banana Republic is to look good overall. I would appreciate style tips for shoes, hair, luggage, and even current music. I’d be happy to answer more questions from you about my needs – and I’m sure that the people at Esquire magazine would cut a deal with you to share their content. And you’ve got style experts and buyers circling the globe – I’d love to know what they think is hot and happening. Hey, maybe your catalog could even bring in this content as well.

I have an open place in my heart for a company that gets me and helps me achieve the goal of looking good. And I have an open wallet ready to reward the company that adds meaning to my life. I hope you’re listening, Banana Republic, because I am sure others are…

Yours,

Bob Gilbreath