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We went to Banana Republic and saw why sales are plummeting

Mallory SchlossbergMay 24, 2016, 00:10 IST

Mallory Schlossberg/Business Insider

Banana Republic is struggling.

Sales plunged 11% in the first quarter of fiscal 2016, marking yet another dismal quarter for the brand.

"More than any other brand in the Gap stable, I think Banana has lost its way," Neil Saunders, CEO of consulting firm Conlumino wrote in an email to Business Insider.

The company is forced to resort to incessant discounting to clear itself of the clothes left behind - a cycle that's proven difficult to escape.

A visit to the store proves exactly why consumers do not have a reason to pay full price anymore.