A few weeks ago Gap Inc. announced that it was shutting down it’s newest chain, Forth & Towne. The decision was taken in an effort to focus on fixing persistent problems in the company’s two largest brands, Gap and Old Navy. This is a great pity. Forth & Towne was launched 18 months ago to appeal to women over the age of 35. Their merchandise is beautiful, appropriate, affordable and desirable. But obviously not desirable enough. After a thorough analysis, Gap Inc. concluded that Forth & Towne “would not demonstrate enough potential to deliver an acceptable long-term return on investment.”
Buy up what you can – Gap’s about to leave Towne.