Gap Inc. to Close Forth & Towne
Oh, I am so very sad about this: Gap Inc. has announced that it will close Forth & Towne in June of this year.
In many ways, Forth & Towne was doomed from the very beginning. Like the Gap's eponymous flagship chain, Fourth & Towne was trying to cover too much ground all at once. Their clothes targeted women over 35, women who wanted better quality pieces than what was being offered at Old Navy with more sophistication than what was found in Banana Republic or Gap itself. In the fall of 2005, Julia Turner put together a fascinating video essay, in which she argued that it's biggest problem would be demographics:
I love Fourth & Towne, although only from afar; we don't have a store here in Oklahoma City, but I often look longingly at their web site and wish I could find pieces like theirs around here. I am tired of trying to look my age while shopping at stores that cater to much younger or much older women. I am tired of feeling like being in my late thirties means that I either have to dress like someone twenty years older or twenty years younger.
I will miss Forth & Towne.
In many ways, Forth & Towne was doomed from the very beginning. Like the Gap's eponymous flagship chain, Fourth & Towne was trying to cover too much ground all at once. Their clothes targeted women over 35, women who wanted better quality pieces than what was being offered at Old Navy with more sophistication than what was found in Banana Republic or Gap itself. In the fall of 2005, Julia Turner put together a fascinating video essay, in which she argued that it's biggest problem would be demographics:
As a business idea, then, Forth & Towne makes sense. As a fashion concept, though, it raises a few questions. For starters: Who are these "women 35 and over"? It's a group both enormous and diverse. It includes Sarah Jessica Parker and Madeleine Albright, Anna Wintour and Oprah Winfrey, Mrs. Robinson and Miss Havisham. It includes both my elegant 59-year-old mother, who scours department stores and discount chains like Loehmann's for classic suits, and her chic 44-year-old sister, who recently devised a way to wear an Hermès scarf as a shirt.In the end, it seems that Turner was right.
I love Fourth & Towne, although only from afar; we don't have a store here in Oklahoma City, but I often look longingly at their web site and wish I could find pieces like theirs around here. I am tired of trying to look my age while shopping at stores that cater to much younger or much older women. I am tired of feeling like being in my late thirties means that I either have to dress like someone twenty years older or twenty years younger.
I will miss Forth & Towne.
13 Comments:
I wonder if they would have been more successful if they had offered online shopping or started as a department within a Gap or Banana Republic store; similar to the maternity clothes sold in Baby Gap. Online shopping especially, would have allowed them to reach more of their target market without the risk of a physical location. They may not have reached the saturation of GAP, but I think they would have had a better chance of surviving. I think Janesville, Gymboree's store targeting the same market, is also closing. They didn't offer online shopping either.
I thought their clothes were great. Unfortunately, the closest store was 6 hours away in Chicago.
I never visited a Forth & Towne store, but I loved Janeville and was very sad when they closed up shop. I agree with Jen that online shopping would have probably helped to make the store more successful -- Janeville I know planned to expand their online presence and introduce online shopping, but of course they never made it that far.
I agree with both of Jenn's suggestions: online shopping would have been a HUGE market for Forth&Towne, and having the lines in other stores (Banana Republic seems like the likely location) would have been helpful.
I spent an hour today at the Gap, looking for a simple day dress. Everything had an empire waist and pleats. No way.
Gap Inc. you have failed me. Sigh.
I was enthralled when our Forth & Towne opened. My friends and I loved them for their round, individually decorated, dressing room, unique store layout, well-made clothing and their personal service. They even gave you Forth & Towne labeled bottled water. It felt like you were shopping in a spa. I gladly contributed $300 to their bottom line on my first visit. And then I went back, and then back again, and again, again and spent nothing. They had the same stuff month after month. Now, I know there is an expectation because GAP and BR have basically revolving weekly styles, but I was disappointed that F&T's merchandise didn't change, but once a season.
The part that kills me is our F&T only opened last Oct/Nov. I can't believe that they put in so much work and money, only to fold 6 months later. It's bizarre.
Maybe we can expect a good sale???
Oh Molly, from your mouth to God's ears.
I had heard the same thing about F&T's stock being fairly stagnant. One theory was that the folks at Gap Inc didn't know what women over 35 wanted; another theory was that we don't shop all that much. Because we're older? I don't know.
But there's a beautiful blue silk blouse at the web site that I may have to grab before it's too late.
Echoing everyone else's sentiments that if they had offered online shopping, they would have had a better chance.
Your post inspired my post today - I'm wondering exactly where do over-35 women shop when they want to look stylish but not frumpy? There seems to be no middle ground between slutty and, uh, menopausal. Perhaps we don't shop all *that* much, but we do still need clothes!
I think "somewhere between slutty and menopausal" is going to be the new tag line here.
The funny thing about this over-35 demographic is that in general, we have more disposable income than girls in their 20s, and we're more interested in buying really GOOD (well made, versatile, classic) clothes. Talbots offers that last part, but with waistlines that come up to your bra and hemlines that hit at the widest part of the calf.
And then there's the issue of lumping women in their late 30s and early 40s in with women in their late 60s and early 70s. My mother is very chic and stylish, but we don't shop the same places; our bodies are different, for starters, and we have different styles.
The tag line is all yours - take it!
I'm starting to accept the fact that I'm going to have to suck it up and pay full price at J. Crew now and then. The latest catalog just found me yesterday, and it's the answer to all of my clothing dilemmas, with one exception - the price.
Ah well.
I've been a F&T customer since the beginning and was thrilled (thrilled!) to have an option other than looking for the least dowdy thing at Talbot's, the least over-embellished and boxy thing at Chico's, and on and on. I'm in my early 50's but not embracing a menopausal style. Where does a person who's, oh, size 12 and curvy, find great pants for work? F&T was on target with their curvy jeans (wonderful), but hadn't found a fit for me in dress pants, yet. The pants I wear most, recent acquisitions, are from Talbot's and (believe it or not...) Victoria's Secret (and nothing about these pants would divulge that Secret). Omigosh, I do need something between menopausal and slutty!
Susan, have you heard about Martin+Osa? We went to one of their stores in Virginia and it was fab.
Turns out it is American Eagle's attempt to reach the 30+ market, and it was great. Not too young, and definitely not too old. They are also online.
Ohhh noooo They are closing?? I just found that Store... They just opened a beutiful store in the Westfield Mall in San Francisco.... I was hoping to get there this week for a Dress to go to a wedding.... How Sad I thought they were an elegant addition to my closet. Too bad the powers that be did'nt Pay yoo much attention to drawing us in .... I only found them in May... Fully showing that it pays to advertise....
Patience & marketing should have been applied to this worthy venture...
I found them at the Westfield Mall in San Francisco. When I did not find what I wanted at Chico's, I went to Fourth & Towne which was right next door. I found a large percentage of dressier clothes and not as much emphasis on casual clothes. All the clothes were very well made and featured fabrics different than what is usually found at Gap or BR. It was only when I was in the store and the sales staff mentioned that they were part of the Gap group that I knew of the relationship. Gap spends all kinds of money on advertising on billboards and kiosks around the city and I never once saw anything about Fourth and Towne. The second time I went there, I was just going to browse specifically at that store because I liked what I saw the first time. I found a great sale on tea shirts. I found them in the spring and did not know that they would be closing by summer. Those tea shirts are the best feeling tea shirts that I have ever had, and I would have been back to find new colors in them at full price had they still been open. I was very surprised when I went to the store and they were closed. They filled a "gap" (all puns intended) and I think they would have developed a loyal following with even half the advertising that Gap gets and a more diversified range of clothes offered. I understand why they would have only one set of clothing per season for test stores, but they could offer more diversification in the seasons set of clothes. They were right on with a number of items styled to be able to be dressed up or down. The more simple lines of the Audrey Hepburn style are what I would generally classify most of their clothes. They also offered some distinctive styles that were more dressy and tailored. What was missing was some more casual offerings to go with those great tea shirts! If the older woman could get great everyday clothes as well as dressier clothes, they would have a better draw and develop word of mouth advertising which is what they were depending on I guess. It would have helped if their sister stores alerted the customers of F & T's existence as well. I shake my head everytime I put on one of those tea shirts and wonder why they did not advertise?????? Gone, but not forgotten!
HINT-HINT: Bring it back!
I too fell in love with the Forth & Towne store at Valley Fair Mall in San Jose, CA. My friends and I quickly joined their savings club (remember the little card). I loved their jeans! No super low-rise jeans, but jeans that actually hit you in the right places. I agree with everyone here that they should have done more sales online and advertising. We only found out about the stores by accident. And like everyone else, I'm wondering... who's going to step up and fill the gap?
Post a Comment
Links to this post:
Create a Link
<< Home