Working popular culture connections to stay in the limelight, Banana Republic continued its collaboration with the costume designer of TV's Mad Men, created a romantic women’s collection inspired by the movie Anna Karenina, and designed the airline uniforms for Virgin America. The brand successfully generates lift by presenting its styles in the context of a story. Net sales increased for this international brand of luxurious professional apparel. Its ability to target customers with tailored messaging online and through mobile delights core users, but doesn't bring new customers to the brand. Further, store designs and their related shopping experiences remain inconsistent, affecting stores’ ability to align with the merchandise.