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Shopportunity! by Kate Newlin

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The drumbeat of news was getting louder. Gap was creating a new retail store just for boomer women. Chico’s had proven the merit of the market. It has grown to nearly 700 stores and topped $1 billion in sales by offering women 35-plus comfortable clothing in sizes from 1 to 3. Now Gap was going after this group as only Gap could. And so, off I went to Nyack to see for myself the prototype store, named Forth & Towne.

It is apparently the same “four shopper” stereotyping that Federated has discovered that is behind Gap’s launch of Forth & Towne, a name meant to evoke a small-town retailer, but has already been christened with the subversive acronym FAT. One can imagine Katherine, Julie, Erin ...

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