San Francisco, Gap Inc. will debut its new apparel concept, Forth & Towne, on Wednesday, in the Palisades Center Mall in West Nyack, N.Y. An additional four Forth & Towne stores will open in the Chicago area on Aug. 31. The new brand is targeted to women 35 and older.
“Forth & Towne will provide everything in one intimate space: from great style and dependable fit, to a beautiful setting and exceptional service,” said Gary Muto, president, Forth & Towne.
In a departure from Gap’s standard one-brand format, the new concept offers four, exclusive clothing collections tailored to a range of lifestyles and tastes. The four brands are Vocabulary, Allegory, Prize and Gap Edition.
The collections, displayed in in-store shops, are designed to encourage wardrobing, including between the various brands. The company promises consistent sizing across all four collections. Merchandise is priced between Banana Republic and Gap.
The centerpiece of each store will be a large circular dressing area, called the “fitting salon.” In the prototype West Nyack store, the area houses 12 fitting rooms, each with three-way mirrors and personally adjustable lighting.