The most recent episode of AMC’s “Mad Men” aired in October 2010, but it’s having a magical effect now on the US Banana Republic clothing chain.
The Banana Republic brand is providing some buzz to the Gap portfolio.
Since Banana Republic launched its “Mad Men Collection” line for men and women with AMC as partners on August 10th, both brands’ perception with adults 18 - 34 made substantial jumps, the retailer making the bigger leap.
Both Banana Republic and AMC were measured Buzz scores, which ask respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
Banana Republic’s buzz score went from a 3.1 on the day the line premiered to a peak of 17.4 on August 23rd. They are now at 10.7, still well above where they were at the beginning.
AMC flew from a 10.4 score up to 24.2 peak in the same time frame, and tailed off to its present 14.7.