Gap Inc. is launching a new clothing line geared toward women over 35, the latest retail concept for the brand.
The new line, Forthe & Towne, will launch in four test stores in the Chicago market and one in New York, offering a variety of sizes and accessories with a “focus on fit.” The new stores are slated to open this fall.
The new brand marks Gap’s fourth, next to the Gap brand, Old Navy and Banana Republic. The name reflects a sense of place, which signifies “a special and unique” shopping destination,” Forthe & Towne President Gary Multo in a statement said. The ‘Towne’ part of the brand “conveys a sense of community that we want to create for our customers when they shop with us,” he added.
Women over 35 represent a rapidly growing segment of the population, according to Gap. The group’s spending power accounts for 30% of women’s total apparel expenses.
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