Forth and Towne - Marketing to Which Women?Thursday, March 1st, 2007 at 9:38 AM It is no secret that the GAP has been struggling. They recently announced that the doors of Forth and Towne, the concept store designed for women 35+, would be closing in June. While some might say that this proves the point that these Boomer women aren't interested in fashion or buying clothes I say au contraire!
In an effort to be something for (almost) everyone, Forth and Towne simply did not appeal to anyone. While women in their 30s may aspire to dress like their younger sisters, older women, who are the peak of their income, spending power and assets, do not. Do not consider the closed doors of Forth and Towne an indication that the PrimeTimeTM purse is empty. The door is wide open for a marketer bold enough to commit to marketing to women 50+! |
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