29 August 2005

The Very Secretive Forth & Towne

If you're in the advertising/marketing industry (or in the retail clothing industry, I'm guessing) you're probably sick of hearing about Forth & Towne - a new set of thirty-odd stores opening up around the country.

The story behind it: parent company The Gap has decided to take on Chico's and a few other clothing retailers, offering affordable, fashion-conscious apparel for women Baby Boomers.

So you don't have to wade through the media coverage, here are the two best articles I've found about the hubbub:

Generation Gap
(Chicago Sun-Times, Cheryl V. Jackson)

Filling the Gap: (Associated Press, Anne D'Innocenzio)

From Ms. Jackson's article:
For now, Forth & Towne isn't advertising. It's just throwing open the doors Wednesday and waiting to see who pops in.
Oh ...... great idea! Just ignore the largest, richest demographic — a generation very much accustomed to being advertised to (and not particularly happy that they're off the radar nowadays) — and one that has always responded well to intelligent, informative advertising.

There are so many ladies I know around my age who've stopped going to malls, stopped physically shopping for clothing (they pour over catalogs and/or order online) because there isn't much out there for them.

But don't let them know about Forth & Towne. Just hope that they pop in.

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