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 ...
Get Shopportunity! now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
