First there was The Gap, then Banana Republic and Old Navy, now there is Forth & Towne.
Gap inc. has unveiled the forth brand in their ever growing retail empire. The brand aptly named Forth & Towne caters to the the 35 and older female market.
The other Gap brand’s performance has not been up to par the past couple of quarters and an increasingly fierce competitive environment, Gap is betting that Forth & Towne will begin the reversal of fortunes.
Forth & Towne is set to bring shopping back to a level of service and wardrobing reminiscent of the 40’s and 50’s.
Speaking to Women’s Wear Daily Forth & Towne president said “We want Forth & Towne to be a great shopping experience. That is the differentiator. What we are offering is not being done in the marketplace.”
Forth & Towne consists of 4 brands under the overarching umbrella:
-Allegory: A conservative menswear inspired line that can will take the discerning woman into the evening.
-Vocabulary: for, (according to Gap) “an individualist with her own sense of style, someone who is worldly and artistic,”
-Prize: an ultra feminine line, that is very fashion forward
-Gap edition: which harkens back to the main brand (turtlenecks, tees, khakis etc)
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