I wonder if anyone at Dotglu has noticed that Forth And Towne spells FAT? If one was clever, this acronym could be worked into the launch campaign, in a subtle form. Otherwise, I foresee lots of jokes being made at FAT's expense.
AdWeek: Dotglu to Direct Shoppers to New Gap Chain
Gap Inc.'s new concept brand will offer apparel for a range of occasions in a specialty retail store environment that aims to blend the variety found in departments stores with the intimacy of boutiques, according to a Gap statement. Each store will offer four styles: “Allegory” will feature feminine suiting; “Vocabulary” will offer knits and pants accented with prints and jewelry; “Prize” will be trendy and “Gap Edition” will offer the chain's essential offerings, such as t-shirts and jeans. ...Forth & Towne's entrance into the New York and Chicago markets will be unheralded by advertising, but direct marketing, interactive and promotional efforts by a variety of firms and in-house teams will target the chain's customers—women over 35-years-old—according to the client. Kirshenbaum Bond + Partners' interactive unit Dotglu will be handling the interactive and direct marketing portion of that work, said a client representative. Lannon is handling promotions and public relations in Chicago. ...An in-house team is also involved with the chain's debut.
and from Brandweek
Forth & Towne, the newest retail concept from Gap Inc., tomorrow will officially open in Palisades Center Mall, West Nyack, N.Y., followed by four stores in the Chicago area on Aug. 31. The Chicago area stores will be located in Algonquin Commons, Algonquin, Ill.; Fox Valley Mall, Aurora, Ill.; Westfield Old Orchard, Skokie, Ill.; and Woodfield Mall, Schaumburg, Ill.Forth & Towne will offer apparel under four distinct brands, Allegory, Vocabulary, Prize and Gap Edition, to address women's varying style needs within an intimate setting. Allegory features suitings with feminine touches and classic, modern styles such as tailored pants, blazers and shirts. Vocabulary offers a more comfortable look in rich knits and pants accented with prints and jewelry. Prize serves up fun, wearable trends in flirty fabrics and stylish cuts. Gap Edition offers Gap apparel cut to fit a more mature body type.
