Social Shopping at Forth & Towne
The article details how GAP's Forth & Towne is using design to better connect with the wants (not needs) of women 35+. The center point of GAP's strategy is to tap into the emerging trend of social shopping, "... the notion that shopping can be transformed into a pleasurable communal experience."
To encourage social shopping, GAP has chosen to focus much of its attention on designing Forth & Towne's fitting rooms to be more fitting for social interactions. Have a look-see ...
"Architect David Rockwell created narrow, curtained doorways to emphasize the intimacy of the "fitting salon," which feels more like a small hotel lounge than a dressing room. Styles from Forth & Towne's four individual labels -- named Allegory, Vocabulary, Prize, and Gap Edition -- are mixed and matched in niches at the center of the store."
"Rockwell designed the fitting salon to encourage interaction with friends, other shoppers, men-in-tow, and Forth & Towne "style consultants." A styling table will feature fresh flowers, complimentary bottled water, and magazines about fashion and other related lifestyle subjects, like gardening and home decor. Banks of hanging stainless-steel rods tipped with clear filament bulbs create a modern take on the classic department-store chandelier."
"In an effort to empower shoppers to develop their own sense of style, Forth and Towne will individually decorate each fitting room, festooning it with unique wallpaper and fabric patterns. Mirrors on three sides and indirect lighting will ensure that customers -- and the clothes -- look their best."
SOURCE: Business Week Online | article/images | Oct. 17, 2005