Gap’s Forth & Towne is closing down

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Angie is co-founder of YLF and its resident fashion stylist.

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Gap’s Forth & Towne is closing down

— by Angie

on March 12, 2007

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.

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5 comments · Add a comment

Rebecca

(website)

The trouble is they already have a chain for women 35 and older: Gap!

If they wanted to target the olders, they needed to go older. Like 60.

March 12, 2007 at 10:16 am

ninjanun

(website)

This news saddens me; I just became a part of their “rewards club,” or whatever it’s called. I disagree with Rebecca about Gap being for women over 35. I’m 30, and I found Forth and Towne’s clothing way more sophisticated, better constructed, and generally more appealing than Gap’s. Gap is good for casual wear (although most of the items they’ve been putting out, I can get for cheaper at Target), but Forth and Towne offered a more sophisticated look. Also, I liked Forth and Towne’s store layout. As a student of interior design, I thought it was ingenious that the dressing rooms were in the middle of the store, and they offered bottled water and chocolates inside, along with 360 degree views in every dressing room (so, no having to step outside to see how an outfit really looks on you!).

Bummer. I was really looking forward to taking my mom to F & T; it was a place we could have both comfortably shopped and had a good time. It’s too bad Gap is overlooking this seriously under-represented demographic.

March 13, 2007 at 4:46 pm

Angie

(website)

It saddened me too. Forth & Towne’s clothing is extremely tailored and sophisticated – better and more exciting than Banana Republic in many respects. Gap cannot compare. Their accessories are beautiful and everything is impeccably made. I shall miss them and so shall their demographic.

March 13, 2007 at 7:23 pm

Fabulously Broke in the City

(website)

Oh no!! I didn’t even get a chance to go to one of these stores I really liked how it looked on their website, and even though I’m fairly young, I tend to like classic, beautiful pieces like what they made. Darn it!! I’d go to F&T over Old Navy any day…

March 14, 2007 at 7:28 am

joanne

Lucky for us The Gap and Banana Rep. will accept returns from Forth & Towne by store credit only. (did it myself and so did a friend in chicago) Its too bad they were a really nice conservative place to shop!!!! I will miss you 4T!!!!

October 23, 2007 at 4:06 pm

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