Check out the latest Business Week for interesting insights into GAP's newest brand extension ... 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
Cool stuff. But I still think the name is lacking.
Forth & Towne = F A T
How many middle aged women would want to shop there if they realized that?
Posted by: Spike Jones | October 11, 2005 at 09:33 AM
Yeah ... that FAT/Forth & Towne angle has been mentioned for months in marketing/advertising blogs. I find it interesting to note the FAT acronym for Forth & Towne hasn't overshadowed everything else about Forth & Towne.
Could it be people are more interested in the design of the Forth & Towne place and not in the design of the Forth & Towne name?
Posted by: johnmoore (from Brand Autopsy) | October 11, 2005 at 09:45 AM
John, yeah, I think so.... I could care less that the acronym spells 'fat' (and I doubt many other women will spend their time playing word games with the letters). I want to go shopping!
Posted by: Laura | October 11, 2005 at 06:53 PM
My first experience at Forth & Towne was great! Great customer service, not pushy. I am NOT a person who likes to shop, yet I'm definitely looking forward to returning to the store. I was a little distressed to realize what the acronym was. They have such cool stuff, I'll overlook it.
Posted by: Judy | October 30, 2005 at 09:18 AM
do u know what size range they go into im looking for chick fashionable clothing in plus size? no f&at stores near me
Posted by: alyssa | November 15, 2005 at 11:19 AM
When I first heard the name, I though it was awful .. even worse, it has the acronym FAT. Laughably bad marketing. I don't know why they think there is a gap in the market for women 35+, unless this really is for the plus sized gals. We already have Banana Republic, Ann Taylor, Jones New York, J Crew, Talbots, Liz Claiborne, Polo, Max Studio, Casual Corner, JJill, a bevy of department store brands, Bluefly ... need I go on?
Posted by: Fliss | November 16, 2005 at 05:34 PM
Will you be able to order through a catalog or internet orders? I live in New Jersey and there are no scheduled stores to be opened.
Posted by: Karla Tighe | December 08, 2005 at 04:21 PM