August 26, 2005
Let the clothing wars begin! On Wednesday, clothing giant Gap, Inc. opened its first Forth & Towne (www.forthandtowne.com) store in West Nyack, NY. The company’s first new concept in more than a decade, Forth & Towne is a direct challenge to Chico’s, the reigning queen of clothing for women over 35. (www.chicos.com)
According to published reports, the store features four clusters, each featuring a different private label brand. There’s Allegory, for more traditional office wear. Clothes in the Vocabulary cluster are less tailored and looser-fitting. Gap Edition styles offers up some of the classics from its sister chain, like khakis. The Prize area displays clothes that are more close-fitting.
Four more stores are slated to open in the Chicago area next week.
Should be interesting to watch…