A Tale of Two Townes
Forth and Towne, Gap's high-profile ill-fated effort to start up a retail store dedicated to selling fashion to boomer women, did not pass away because boomer women don't want to be catered to as a special segment of the retail marketplace. There is the persistent rumor afoot that the last thing a women of a certain age wants to be is "ghettoized."
The Rest of the Tale of Two TownesI blogged about Forth & Towne when the stores opened - and again when they closed. The reasons I gave for Forth & Towne's failure were different from Carol's - but I don't think mutually exclusive.
I was confused. The Forth and Towne concept was that there were different types of women, each with her appropriate area. Each had its own descriptive made-up name, none of with which I identified.
A quote by Bill Bernbach:
"A great ad campaign will make a bad product fail faster. It will get more people to know it's bad."So now after reading Carol's posts I've realized that if The Gap's marketing folks had listened to me, the stores would've folded in eighteen days instead of eighteen months.
Update, July 1st - I can't bring myself to write a third post in a row about women's fashions - as if I really know anything about the subject. So here's a link to an excellent piece by Barbara Bradley on Commericalappeal.com: Women of a certain age don't want to look like little girls