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Post Info TOPIC: Forth and Towne
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Marc Jacobs

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Forth and Towne
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Have you guys heard about the new Gap branch called Forth and Towne? It's the store that Gap is targeted towards a mid/late-30's and up working female demographic. There was an article about it in WWD that I forgot to post.

Here is the press release from Gap Inc.

GAP INC. INTRODUCES "FORTH & TOWNE"
Fourth Brand to Become Shopping Destination for Women

SAN FRANCISCO − April 21, 2005 − Gap Inc. (NYSE: GPS) today unveiled that Forth & Towne is the name of the company’s new women’s apparel retail concept. Forth & Towne represents the newest concept in Gap Inc.’s family of brands, which includes Gap, Banana Republic and Old Navy.

"Launching the brand Forth & Towne, which focuses on women over age 35, represents an important long-term growth opportunity for Gap Inc.," said Paul Pressler Gap Inc. President and Chief Executive Officer, at the company’s investor update meeting.

Forth & Towne will launch in four test stores in the Chicago market and one in New York in the fall of 2005. It will offer a broad range of sizes, with a focus on fit, and assortments that serve a variety of occasions.

"We created an address with the name 'Forth & Towne', because we wanted it to evoke a sense of place -- to signify a special and unique shopping destination," explained Gary Muto President, Forth & Towne. "'Forth' references our fourth brand, and 'Towne' conveys a sense of community that we want to create for our customers when they shop with us."

Announced on September 15, 2004, Gap Inc.’s newest brand will offer fashionable apparel and accessories, targeting women over the age of 35. A rapidly growing segment of the population, this group’s spending power accounts for about 39 percent of women’s total apparel expenditures.

The images are HUGE, so I just have the thumbnails here. Click this link for better views.

The store exterior

Interior

clothes



Accessories



Oh.. I forgot to add. I know this was brought up before on this forum.. but the WWD article pointed out that with this new store, it seems unclear as to what the target/focus of Gap stores are and would be. With declining sales, Gap brand stores seem to be having trouble setting itself apart from competitors as well as from its spin-off brands. Soo.. let's discuss (in my Linda Richmond voice)




-- Edited by dot at 14:10, 2005-08-30

-- Edited by dot at 14:13, 2005-08-30

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jacL


Coach

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RE: Forth & Towne
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I just got a coupon in yesterday's mail for this new store.  I want to check it out, but it is not geared toward my demographic.  I will still check it out though. 

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shopgirl82


Chanel

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RE: Forth & Towne
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do you know where they are going to be located in chicago?


i guess this is why they kicked SJP to the curb as a Gap's spokesperson. 



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kenzie


Chanel

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RE: Forth and Towne
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Yeah, I posted an article about this last week. It sounds like an interesting concept.  I remember reading an article in Shop, Ect last year around this time about how the teen market is saturated and the real spenders who should be focused on are 30-somethings. Looks like Gap thinks so, too.

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FashionPrincess


Hermes

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To me it looks like Gap mets Ann Taylor Loft.

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Hermes

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shopgirl82 wrote:

  do you know where they are going to be located in chicago? i guess this is why they kicked SJP to the curb as a Gap's spokesperson. 
I know where two of the stores in the Chicago area will be - one at Old Orchard Mall and one at Woodfield Mall - not sure on the other two.

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ILoveChoo


Hermes

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interesting. I always thought Banana was supposed to be the older/career store.


The accessories look like they might be cute- they have a classic look but for cheap (I really liek the clutch). The clothes look horrible (although I guess "ok" for the targeted age group...), also look like they are cut larger (or that larger sized than normal are on the display mannequins)



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jacL


Coach

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shopgirl82 wrote:

  do you know where they are going to be located in chicago?
The four Chicago locations are Old Orchard, Woodfield, Algonquin Commons, and Fox Valley. 

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kenzie


Chanel

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ILoveChoo wrote:

interesting. I always thought Banana was supposed to be the older/career store. The accessories look like they might be cute- they have a classic look but for cheap (I really liek the clutch). The clothes look horrible (although I guess "ok" for the targeted age group...), also look like they are cut larger (or that larger sized than normal are on the display mannequins)
Yeah, the clothes are cute as concept, but the fit is kind of boxy and unflattering. It almost reminds me of Talbot's.  I like the name, though.

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Bastet


Kate Spade

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ILoveChoo wrote:

interesting. I always thought Banana was supposed to be the older/career store. The accessories look like they might be cute- they have a classic look but for cheap (I really liek the clutch). The clothes look horrible (although I guess "ok" for the targeted age group...), also look like they are cut larger (or that larger sized than normal are on the display mannequins)

I read that they are sized larger, based upon a size 10 model rather than the standard size 8.  Can't find the link to the article now, though.



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halleybird


Hermes

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I dunno...I am sort of getting a "Talbot's" vibe.

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carmenb513


Coach

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I agree it looks like Gap meets Ann Taylor. I spoke to one of their regional recruiters last week and that is the feeling I got from the description she gave me. If any of you NYC or NJ ladies are close to the Palisades that Forth and Towne location opened I think last week or maybe the week before.

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Lilykind


Hermes

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carmenb513 wrote:


If any of you NYC or NJ ladies are close to the Palisades that Forth and Towne location opened I think last week or maybe the week before.



Palisades Center? I might have to ask my mom to check it out or something...I grew up at that mall!  


I too am getting the 'Gap meets Ann Taylor' vibe...I would assume a lot of the differences are in the cut and fit...boxier is probably bad for most of us, but there's a market for those women. I mean, it seems like there have been lots of articles claiming that the baby boomer women are effectively ignored by companies after the young dollar.



-- Edited by Lilykind at 00:53, 2005-08-31

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carmenb513


Coach

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Lilykind wrote:

carmenb513 wrote: If any of you NYC or NJ ladies are close to the Palisades that Forth and Towne location opened I think last week or maybe the week before. Palisades Center? I might have to ask my mom to check it out or something...I grew up at that mall!   I too am getting the 'Gap meets Ann Taylor' vibe...I would assume a lot of the differences are in the cut and fit...boxier is probably bad for most of us, but there's a market for those women. I mean, it seems like there have been lots of articles claiming that the baby boomer women are effectively ignored by companies after the young dollar.-- Edited by Lilykind at 00:53, 2005-08-31

 


Yes Ma'am that's the one.



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Vanessa


Kate Spade

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I walked by the one in Fox Valley last night.  It was midnight so it was closed at the time, but from what I saw displayed, it's definitely Ann Taylor-y. 


Nothing really caught my eye - the clothes displayed indeed looked too large.  It was like walking past Talbots or those stores I'm just blind to.  I'll post again once I go in though, the accessories might be promising :)



-- Edited by Vanessa at 10:00, 2005-08-31

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Chic


Marc Jacobs

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I am not getting a gap meets ann taylor vibe, I think it is more boxy and chico like. I do like that mannequins are size 10. The clothes look dumpy to me. Retailers overall just don't seem to get it, I went to the mall yesterday and I didn't want anything??

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jj


Kate Spade

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To me, even the name "Forth and Towne" reminds me of Talbots, LL Bean, etc...Not that they are bad stores, just not very hip IMO.  I wonder who did their market research, because the images I see are really disappointing and NOT what a hip, urban, working woman in her (very) early 30s is looking to buy.


BUT I too am glad they are using regular-size mannequins.  At least they got one thing right!


 



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atlgirl


Gucci

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Meh. I am underwhelmed with this plan of theirs. The clothes look just okay, and I, too, get an ATL feel. And who needs another ATL? One is plenty.

My husband does market research, and he tells me that there is a huge gap (no pun intended) and a lot of frustration at the 35+ age level, which is where I am (37). Advertisers and manufacturers have spent a ton of time and money targeting the teen / tween market, because this market has had more disposable income than ever before. And they've virtually ignored the rest of us who actually have *more* disposable income than these kids and are willing to spend it on good stuff, not cheap-o clubbing tops and skirts (I stopped that at about 27-ish, when I mostly stopped clubbing).

What I find, and what apparently lots of other women like me find, is that either I can pay a decent amount for clothes that are not always well made (IME Anthro & BR come to mind), or I can really spend out of my budget and buy designer. Or I can go way below and shop the juniors-y stores. I used to LOVE BR but sometimes they irritate me - either they're too conservative for me, or I refuse to pay in the high double- or triple-digits for a sweater that is so thin and so flimsily made that it won't hold up well (just one example). I want value for my money. And I've made my feelings known about Anthro quality v. price.

~Rant Ahead~

The problem is that unless I spend at the designer level - which ain't happenin' though D&G stuff fits me like a dream, and I'd like a Chanel jacket, among other things - I am stuck with clothes that are not cut for me. Most of us get a bit fuller-figured as we age, and either clothes are cut on juniors sizing, or they are like Chico's-type (or J.Jill is another) - for the older woman who seems to *want* shapeless sacks and boxy jackets (no offense to anyone who shops those stores, but they don't work for me). What I want is clothing that is reasonably well made, and reasonably priced (I think J.Jill clothing is pretty good quality for the prices, which don't break the bank, but the fit is horrendous). I have hips and ta-tas and a booty, but I did not turn into a shapeless square in the last few years!! I have a tailor but it gets old to take *everything* to the tailor, pay even more, and have to wait to wear stuff.

I am hoping that someone will take advantage of this niche and fill it very soon. They'd certainly get a substantial proportion of my disposable income!

~End Rant~



-- Edited by atlgirl at 14:35, 2005-08-31

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jj


Kate Spade

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OMG Atlgirl, I agreed with EVERYTHING in your rant, and it's exactly how I feel .  You're definitely not alone.



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laken1


Hermes

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jj wrote:
OMG Atlgirl, I agreed with EVERYTHING in your rant, and it's exactly how I feel .  You're definitely not alone.


Ditto. I feel the same way - perfectly worded rant!!

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