Forth & Towne is the name of Gap’s new store for women over 35. What aspiration is the name tapping into for women in this middle-age demographic? We don’t know. But it’s worth noting that they chose to present the name with an ampersand instead of spelling it out as pronounced, a la Forth And Towne. Why is anybody’s guess.
In the article, Gap President Paul Pressler weighed-in, calling F.A.T. a “sizable opportunity”.
102 responses so far ↓
1 Abnu // Apr 22, 2005 at 10:40 am
The target market doesn’t aspire to be labelled “over 35″ for sure. It will be interesting to see how much damage they can do to the new brand with this publicity campaign to announce the name of their new store for women over 35.
2 tawdry // Apr 22, 2005 at 1:38 pm
But now that they have be told they are old, it makes sense that the store has a name that screams “Where your Grandma shopped”
3 --Josh // Apr 22, 2005 at 8:08 pm
What happened, I thought that you guys were naming the store? I see that you edited the Antidote (awesome name, by the way) to remove the mention of working on that project. I assume that they went with F.A.T. over your names? Any chance of you sharing your submissions?
4 steve manning // Apr 22, 2005 at 9:06 pm
Forth & Towne is not an Igor name.
5 --Josh // Apr 22, 2005 at 9:58 pm
I figured. Am I the only one who is reminded of football when I hear that name?
6 Stefan // Apr 23, 2005 at 2:01 pm
Smells like Gap went thru a consensus-driven name selection process. Group or commitee consensus kills all the best names and brings forth the ones that, well, to put it nicely, suck. Hard.
7 dabitch // Apr 25, 2005 at 8:17 am
wtf does it mean??
8 Abnu // Apr 25, 2005 at 12:05 pm
According to the BusinessWeek article:
So, it’s sort of like Fourth in an address like Fifth Avenue, ‘cept there’s no “u” in Forth & Towne is spelled with an “e” so it sounds big and fancy, like Grand Lake Towne, Oklahoma (USA), population 65.
9 GaryVision // Apr 25, 2005 at 6:13 pm
wtf does it mean?
ahem:
This intersection near Gap, Inc.
10 Abnu // Apr 26, 2005 at 10:31 am
Sally Forth on clothes stores.
And here’s an interesting blurb about this syndicated comic strip of the same name.
11 Kimberly // Apr 26, 2005 at 12:54 pm
Shoulda called it Gap Crone. Or Gap Geezer.
12 Will // Apr 26, 2005 at 2:09 pm
I love it. Are they going to sell girdles?
13 Donovan // Apr 27, 2005 at 2:52 pm
F.A.T. is better than the other proposed name, Old Lady!
14 vanessa // Apr 28, 2005 at 1:18 pm
I think it’s smart. The Baby Boomers are the largest people group in America by far. Why not market to them? It’s just good business.
15 g-nessa // Apr 28, 2005 at 1:56 pm
I hate the name Forth & Towne! Why oh why is misspelling a marketing tool. Towne?!?!? There is no “e” in town, damit!
16 Giselle // May 2, 2005 at 12:16 am
Any info on the derivation of The GAP? Lived in SF years ago and am disturbed that my 11 yr old says, “Do you know that it’s Gay and Proud?” Did she discover something I never knew?! Not that there’s anything worng with that….
17 steve manning // May 2, 2005 at 9:56 am
The name was originally called “The Gap”. The first store was opened on Ocean ave in San Francisco in 1969 and took its name from The Generation Gap as its audience was boomers (at the time, hippies). They revived this concept with a twist in ‘91 that made it inclusive with the “For every generation there is a Gap” campaign.
Everything from Teletubbies to Sponge Bob to Gap means “Gay and Proud” to radical Christians, or as we like to call them “The American Taliban.”
18 Tawdry // May 2, 2005 at 1:51 pm
F.A.T. is using the same naming strategy to go after the same soccer moms as Sag Harbor http://www.sag-harbor.com/campaign.html
19 JT // May 3, 2005 at 11:52 am
Perhaps “Gap Menopause” would be appropriate.
20 Kind Of A Ddraig // May 3, 2005 at 9:03 pm
Did no one on the staff run this past their teenage kid? They would have picked it up immediately.
21 Lee // May 15, 2005 at 5:27 am
The thing that shocks me is that 35 isn’t old. I am past 35 and wear trendy stuff. I don’t want old woman clothes. Thats for the 50+ crowd
22 40 or so // May 19, 2005 at 12:48 pm
OK, the name is terrible, but these comments are way off. There is a huge (and, yes, growing: note the baby boom) market for clothes that look decent but cover your butt crack. I am a total ectomorph, much too young for a moo moo or a “Mother of the Bride” dress, but after 3 kids nobody needs to see my belly button. It is astounding how little is marketed to women who have money to spend, can have what they want, want to look decent, but can’t pull off babydoll dresses, pants with a 3″ rise, or spaghetti straps any more.
Believe me, you want us to have a place to buy “cute” clothes, or you’re going to be exposed to things y’all clearly don’t want to see.
Trendy, yes. But I think making some modifications for changing bodies is just good sense. ESPECIALLY when those bodies have cash to spend.
23 K // Jul 20, 2005 at 6:14 pm
Just wait till all you generation Y slackers get to forty or fifty, ………”menopause,crone, geezer” Give me a break!!!!!
24 A // Aug 10, 2005 at 11:54 am
I am late to the game in learning about this, but this strategy is confusing to me. Didn’t GAP just have Sarah Jessica Parker as a spokesperson. She’s well past 35. And, how did they pick 35 as the (starting) target age. I’m 33 and not feelin’ like I need my own special demographic yet. I still fit into GAP staples like jeans, khakis, t-shirts, skirts, jackets and they seem age appropriate to me. What are they going to make GAP clothes now? Scandalous, barely-there, low-rise, let-it-all-hang-out apparel?
25 Jes // Aug 13, 2005 at 9:41 pm
the Forth means its the Forth division of the company (GAP, Bannana Republic, Old Navy, and Forth & Towne). The Towne means “a sense of community”. This store is appealing to woman that are apart of the ‘Baby Boom’ generation. The average age is going to be somewhere in the between mid 40s to early 50s. The current GAP clothes does not appeal to that generation of Women.
26 rebecca // Aug 23, 2005 at 10:05 pm
Ever since the advent of BabyGap, which coincided with the birth of my first child and therefore proves the GAP I grew up with in SF is still keyed to meeting my personal needs, I have been suggesting two new divisions: GapSenior and HandyGap. Each would feature designs based on realistic silhouettes that have been ergonomically corrected for ease of dressing and undressing. This FAT concept hits a niche market I hadn’t thought of. How about HotGapFlash or GapShrew or, oh, oh, I’ve got it, GapSpread.
27 Jedediah Smith // Aug 24, 2005 at 5:17 am
Good thing Gap didn’t use a deliberate misspelling of their corporate address, “To Folsom” (2 Folsom St. S.F.)
By the way: this blog made the NYT (uncredited) here: http://www.nytimes.com/2005/08/24/business/24gap.html?pagewanted=all
see second to last paragraph.
28 Jedediah Smith // Aug 24, 2005 at 5:24 am
Seems if The GAP is trying to clone the very successful Chico’s, perhaps they should have considered as a store name Harpo’s, Groucho’s or Zeppo’s.
29 christine // Aug 24, 2005 at 12:16 pm
I’m their target market and I hate it. Why? Fake names that try to invoke cutesy places make me want to throw up and tell them to fire their agency. Also, Chico’s is for FAT people. I may be 41 but I actually get off my ass and go to the gym.
30 Kate // Aug 24, 2005 at 12:17 pm
What is with you people? Since when is over 35 a grandma or geezer? And a size 10 is fat?
It doesn’t surprise me that this doesn’t appeal to you – it’s designed for professional women who want to look classy instead of 18 and tacky.
31 Sarah // Aug 24, 2005 at 1:08 pm
I’m younger than their target demographic (26) but I’m excited that I will hopefully have somewhere else to shop for trendy, yet professional, clothes. I love Banana Republic, but I don’t want my entire wardrobe to be from one store.
32 da bitch (over 40) // Aug 25, 2005 at 8:54 am
Wow!!! How great it must feel to be SO superior!! Sorry, but MOST of us over forty are NOT build like Mary-Kate and Ashley, and we find it very difficult to find fashionable and beautiful clothing in a more ‘mom’ like size and sensiblility. I don’t feel the need to let my belly show, or my ass to hang out of a way too low pair of jeans. Yet, on the other hand most ‘womens’ fashions are geared toward the older generation and I’m not ready to dress like a grandmother…yet. I hope this new GAP incarnation has hip, fashionable, wonderful clothing designed for hip, fashionable, wonderful women over 35 (us old cronies)!!
P.S. Getting older is HELL, and believe it or not, it happens to EVERYONE!!!
33 Judy // Aug 25, 2005 at 9:41 am
I’m a boomer and former longtime Manhattanite, and I don’t respond to the name Fort & Towne at all. It sounds way too conservative to me. Sounds like they’re trying to cover too much territory with their four sections. I do find things I like at Gap, and also at Banana Republic (mostly on sale, because they prices are too high). But then, I don’t work in an office.
34 Ellen // Aug 25, 2005 at 10:03 am
I am thrilled that Gap has opened a store for over 35! I don’t really care what the name is. I too have been wearing regular gap clothes, but feeling like I should not be shopping where my 18 year old shops. I can’t wait until F.A.T. comes to my towne!!
35 Mercedes // Aug 25, 2005 at 10:09 am
Towne is not mispelled as someone here suggested. Perhaps people should get their info straight prior to posting?
36 Vic // Aug 25, 2005 at 12:30 pm
Oh give it a break guys–and stop snarking!. I think its a really smart idea that gap start going after this segment of the market. Guess what, nobody has to get it right all the time. Sometimes just the effort to get it right counts for something. Fourth and Towne is such a San Francisco phrase and it certainly sounds like an intersection south of market street in SF. I look forward to see what Gap comes up with. They were dead on when they started the gap, lets hope there is still some talent at headquarters and I can stop trying to fit into a shortened jacket in size 2 in order to try and remain fashionable.
Yeah! Gap —show me something in a size 10!
37 Ronda // Aug 25, 2005 at 1:59 pm
I am 34 and all I can say it Thank you for this new store, I am so excited to see it and shop. have had 2 kids and I can never find tops to fit, besides t-shirts. I want to look cute not frumpy and old. Please get this store online.
Ronda Jackson
Camas Wa
38 jane // Aug 25, 2005 at 4:18 pm
Um, size 10 is fat. I’m 40, and while I don’t exercise constantly or starve myself, I do take care of myself. Being over 35 is not an excuse for letting yourself go. And the Gap already has many “relaxed” styles for people who can’t keep their hands out of the Dorito bag.
39 Rosemarie // Aug 26, 2005 at 10:28 am
It’s about freaking time!
40 lola // Aug 26, 2005 at 8:53 pm
take a trip to nyack and check out the clothes. you’d be surprised to see how great they are. by the way, the store was created based on the wants and needs of women who are 30 and up.
who cares about the name. it’s about the product, the fit and the price. hey, if you don’t like it you don’t have to shop there.
41 aeryn // Aug 27, 2005 at 10:54 pm
I think marketing to a demographic quite frankly sucks. I looked at some photos in the NY Times of the clothes this store will be selling and they are frumpy and dumpy looking in my opinion. Maybe they’re meant solely as office attire and that’s fine. But for those of us who don’t work in a conservative environment, personally I wouldn’t be caught dead in it. What’s wrong with the clothes from The Gap, people? I’m in my 40’s (attitude and body of someone far younger) and I shop there regularly, as well as Banana Republic, and Lucky, and few other “trendy” stores. I’ve also had three kids, but my body is still in good shape in part due to working out. Certainly, it’s not ready for old ladies wear because I need to hide wrinkles or even stretch marks. But all this controversy over what women over 35 should be wearing is offensive in my opinion and I hope I’m not alone in making this observation. Ciao
42 Pat // Aug 28, 2005 at 8:52 am
I hope Jes is wrong when he/she says the Forth means the Forth division, as in 1234. If so, they spelled it wrong,should be Fourth.
43 Chris // Aug 31, 2005 at 11:20 am
Sorry but what do you mean mid 40’s to early 50’s? There are a lot of us hip late 50’s who have shopped the Gap from the start. Do you want us to go somewhere else now? I have been waiting for someone to get smart since I am the one with the money. :)
44 Joni // Sep 6, 2005 at 9:53 am
All the people out there complaining don’t need to shop there if they don’t want to. I think it is extremely smart of Gap, Inc. to market to the “boomer” crowd. It is proven that “we” spend the most money!! I am 43 and still a size “4″ and hope that one of the stores opens near me. I would love to see what they have to offer!!
45 Leila // Sep 6, 2005 at 7:23 pm
O.K….so I’m 28 and I received a special invitation for a store opening…I’m a little offended.
46 Suzanne // Sep 7, 2005 at 10:33 pm
OK, All of you whiners out there get over it. It is another store that offers new options. Another part of the equation no one seem to understand is they are targeting a segment of the population with more disposable income. So for a company with ailing sales this will be a smart step. They also only plan on opening 30 stores by 2007. Last a size ten is not fat – the average american women is a size fourteen.
47 Terri // Sep 8, 2005 at 6:34 am
I’m on the brink of 50 and as far as i’m concerned, life just keeps getting better! Also, who cares what they name the store? It will be an unusual experience to be able to shop where the pants are not cut to fit a 100 lb. waif. And no, I am not fat!
48 Lindsay // Sep 11, 2005 at 9:54 am
The name is unfortunate and may backfire if women don’t want to be seen in F.A.T. clothes but as long as they have enough choice ( since women don’t want to to be seen in the same clothes as anyone else) and the clothes look good, FIT (I hate trying on clothes in stores it’s so disappointing when they don’t fit in the right places), and don’t cost an arm and a leg then they will be sucessful.
49 Jennifer // Sep 13, 2005 at 5:26 am
Dear Jane (8-25-05) I am hoping you were kidding, but if not, I have news for you. Size 10 is not fat – as a matter of fact it is the size I fit into at 15% body fat as a division one college athlete, without a dorito bag in sight. And as a matter of fact, it is the same size I fit into 18 years and 3 kids later. I don’t know if this new store will address the constant issue of those in between 20-something trendy style and frumpy, but I applaud any effort that is giving it a try. And by the way, women in their mid-thirties are not baby boomers. Baby boomers are products of the post-war era, meaning our mothers. That population is in their mid-fifties, at best.
50 Quinn // Sep 14, 2005 at 11:08 am
Who the hell cares about the name of the store? If the clothes fit, I’ll buy. I’m ever so tired of tiny T’s, ass crack jeans, and clothes that only a teen should wear. For those of you in your 40’s and wearing this stuff, you need a reality check. You look SILLY. Thank goodness GAP finally figured it out. And for those of you uptight fools that have had 6 kids (natural childbirth of course), have no stretch marks, still wear a size 2, workout 7 days a week and NEVER eat a Dorito, get over yourself. You can have a life of MODERATION and be a happy size 10.
51 Ally // Sep 18, 2005 at 11:45 am
I just want the old GAP back. I loved the khaki pants, the khaki shorts, the jeans that fit, and they had great summer shirts (one yellow v-neck shirt, I still can’t believe I only bought one of them). Where did all that stuff go? You can’t find it anywhere. Forth and Towne doesn’t look like it’s going to give me anything I want either. I’m tired of trendy. What’s with the fur collar on the jacket? The hip hugger bell bottom thing was the 70’s. Been there, done that, and have thrown away those t-shirts a long time ago. I’m a Mom now, I don’t want to look like I’m shopping for a new boyfriend.
52 Kate // Sep 29, 2005 at 10:42 am
Size 10 = 5′10” 135 lbs. something tells me you’re fatter jane. where’s the campaign for real beauty when you need it?
53 Jayme // Oct 3, 2005 at 8:28 am
I have been to the newly opened Fourth and Towne at Old Orchard Mall (the flagship store). I am a 28 year old professional women with an average body. I loved the store. The clothes fit my life. I think the items I bought will last and continue to be stylish. I could have easily drop $1000 on my first visit, so they must be doing something right.
54 Faith // Oct 7, 2005 at 5:49 am
Well, one thing comes through from these comments. Boomers with purchasing clout want to look good, somewhat respectable, and certainly not dead. Who’d have thought.
The women Boomers make up a sizeable chunk of the population, and unlike their counterparts from the Greatest Generation, they have their own money to spend. I can walk into Gap, if that is what I am looking for, or Brooks Brothers or Saks or Target or, well you get the picture, and I will spend my money wherever I find what I like and feel in charge of the process.
My confidence in a product line is bouyed when I get a clear sense that those running the company understand my perspective. It rarely happens. For example, when I see foundations and creams with “anti-aging” terminology on the bottle or jar, I think, well good for them that they are developing a product with someone over 12 in mind, but bad for them that they don’t have anyone over 35 on their marketing team. If they had, then they might realize that I will not put anything on my bathroom counter or bedstand that by the very words on the packaging serve as a constant reminder to my husband that I am aging faster than an applehead doll.
Getting it half right is still getting it half wrong, and while I didn’t pick up on the FAT acronym, I did snicker at the pronounciation of
“F&T”, because it stars with the sound “effen” which to those in my generation at least was another way to suggest that relic of a swear word for carnal knowledge.
The biggest mistake corporate can make is to replace 40 to 60 year olds with whiz kids, accepting that newer must be better. Call it a hunch, but I bet i would be more effective pitching to Boomers than to a group of gamers; I am not, nor will I ever be in head of the latter. The same is true for youngsters trying to promote a product for those of us with a bigger cache of experience, shall we say, and fears and concerns unfathomable to those that because of age and/or personality type still embrace immortality. So, include us in development. Don’t limit us to focus groups. There is too great a chance that young ears won’t hear us.
This F-ing Towne thing is just one example of attempts to market to us broads with bucks, beyond the QVC mentality. Companies really must wizen up.
Get it?
Oh, never mind.
55 Kathy // Oct 21, 2005 at 12:46 pm
It doesn’t matter to me. I’m almost 60 and I want to look good and be in style. If FAT has it, I’ll shope there. KB
56 marcia // Oct 24, 2005 at 12:47 pm
I’ll be 50 tomorrow, weigh 125 lbs., 5′6″ female. I love wearing stylish clothing and have $$$ to spend, but won’t shop Forth & Towne. The name sounds nouveau riche obnoxious, for one thing. Retailers do need to target a hip, older, fit demographic, but Forth & Towne? What a stupid name, like one of those phony subdivisions. Those of you who think size ten is fat; you’re wrong. Size 10 can be fit. People come in all shapes, sizes and ages. Yet we try to label and limit ourselves constantly. I’ve seen junior size girls in their twenties who are out of shape. And women in their fifties who look slamming. We’re all different. Just strive to look and feel your best and let everyone else live and let live. Leave those of us who enjoy working out alone (we got slammed in somebody’s message here) and if you don’t want to stay in shape, fine. Let’s just not slam each other for being older, out of shape, in shape, younger, whatever, okay? I’d never go back to being 25 is all I can say.
57 christy // Oct 26, 2005 at 10:05 am
Does anyone want to see what the clothes look like before they decide whether or not they would shop there. Like some others have said, I can make a judgement about the branding, but when it comes right down to it I don’t give a rat’s ass what the store is called if the clothes look good and fit.
58 sassy // Nov 1, 2005 at 4:40 pm
Finally, someone wants to cater to those of us who can no longer wear what’s truly “in”–not that I was ever in to showing my butt crack and love handles like so many young girls are doing. Also, quit nitpicking the spelling and reading into the initials; find a life!! I can’t wait till Forth and Towne opens a store near me, and I certainly don’t want to see any of you “young things” shopping there. Oh, but maybe you should try “classy” instead of “skanky.”
59 Stephanie // Nov 1, 2005 at 5:11 pm
I’m a 49 year old lady who loves fashion. It’s so true that most of todays fashion leans toward the young…some of us would love to run across a shop in the mall with up to date style, not old sweater/jacket stuff and not teenager stuff…just something fasionable and fun and age appropriate! Stephanie Stephanie
60 catherine // Nov 1, 2005 at 5:18 pm
Well, it is very smart of them to target new customers. It is not about the name or age group but about the quality, style and price of the clothes. The customers will decide.
I hope they will bring one in Japan!!! Would love to have the opportunity to decide for myself.
Catherine
61 Jen // Nov 1, 2005 at 5:31 pm
I hope they don’t have size 4 teeny-boppers trying to help me find something in a size 14 :)
62 Lyn // Nov 1, 2005 at 9:10 pm
I recently visited the Nyack F&T and fell in love with the wonderful customber service (we were offered bottled water after being in the store about 2 minutes), a great selection of very pretty and styish clothes and really impressed by the beautiful circular dressing room. The sales associates knew the product and what fit the customers. I left with several items and could have bought a lot more, and (if anybody cares), I am a size 8 and a grandmother.
I am from SF and know all of the Gap brands and I can’t want until we have our own F&T!
lyn
PS: The article with the “Aunt” as the model was the most unattractive review possible. I think the author is paid by J Crew!
63 Aly // Nov 1, 2005 at 10:22 pm
Awesome store for my mom or grandmother. I’m 35 and consider my mom a BabyBoomer. So now your telling me I’m too old for the freaking Gap! Give me break already!!!!
64 Tami // Nov 1, 2005 at 11:05 pm
Why all the DO over a name?? and who says you have to dress and look a certain way after 40, unless you are FAT! That would be your problem, not the GAP!
65 James // Nov 13, 2005 at 11:59 am
WOW! I’m a 37 year old male retailer, specializing in optical frames and contact lenses. My target audience: WOMEN.
Quite frankly, I’m shocked and in awe of all comments made. Women, all women are unique in some way, whether it be thoughts, sense of style, elegance or lack thereof, size, shape, or any other defining term that marketers engineer to create a niche market.
I’m shocked because of the generational friction that F&T (effen T…thanks Faith)has spawned amongst the bloggers.
I’m in awe (shock & awe…sorry) because it seems that women have forgotten for the most part that you all are unique and most of you are generous. Collectively all of you make up a sizable market. Thanks for the insight. I just wish that each one of you would come to my store…
Sincerely
James
66 Linda // Dec 21, 2005 at 11:40 am
I don’t care what the name of the store is as long as the clothes are stylish, affordable and they fit. By fit I mean jeans that don’t fit at the waist but that also don’t show my butt whenever I sit down. By fit, I mean blouses that don’t V down to my belly button and cling to me like spandex. I need a little breathing room.
I hope there is a store near me.
Linda
67 Amy // Jan 1, 2006 at 10:03 am
Shocking news post — I’m 31 and I love this 35+ store! The clothes are hip, fit well, and it is fun to try on clothes in their high-fashioned, well-lit, well-mirrored dressing room! Try it before you snub it, ladies… Nothing compares!
68 robin // Jan 18, 2006 at 6:14 am
the name and pseudo spelling is pretentious. is this what happens when madonna became the lady of the manor?
you need real women shopping at a store. the concept was good..is it too late to change the name?or spell it correctly?
69 Tracy // Mar 14, 2006 at 10:48 am
If everyone was the same size and had the same style then it would be a pretty boring world. I think most of the comments have pretty judgemental.
70 obeekaybee // Mar 16, 2006 at 11:39 am
I find it ASTOUNDING that 20 somethings believe being 30 or 40 is old. This is a smoke & mirrors notion being blown up the collective societal ass by media and advertising execs who want to keep these 20 year olds in their “buy stuff you don’t need” demographic. You’d figure with all the advancement not only in technology but also in personal growth, acknowledgement & acceptance of human psychology and spirituality, this younger generation would actually be too astute to succumb to the media spoon feeding. No such luck.
Looks like the future of our society is even more bleak than the present.
71 Another Jane // Mar 21, 2006 at 9:22 am
Okay, I’m 31. I don’t want boring frumpy clothes, but I also don’t want kitschy trendy junk. And I don’t want synthetics! No gross poly-spandex-modal camisoles for me, please. And dark colors only–I’ll let you know if I change over to ditsy florals like I’m an 8-year-old. Simple, arty looking dark clothes in natural fabrics–and not divided into a work wardrobe and a trolling-the-bars wardrobe either–I want to actually LIKE all my clothes, thank you! So I went to good ol’ FAT and I found nice black and brown silk/cotton sweaters! On sale, no less. I found a beautifully detailed dark brown skirt. I saw but did not buy a charming retro fifties/eighties black silk dress, and some delightful but very not-me vaguely Burberry ruffled coats and jackets. And for pete’s sake! What would you people rather see? Fat people crammed into clothes that don’t fit–clothes that make many average people look like sausages, as any trip to the mall reveals–or fat people wearing clothes that fit well and look okay? On another note,–it’s all in how you put the clothes together, people. Believe me, fashionable clothes worn by someone with no natural style will look just as frumpy as the JC Penney remainder rack, only tartier–like a dental hygienist trying to hook a rich husband.
72 Jacqueline // Mar 21, 2006 at 11:52 am
It’s about time they began to market to women over 35. I would of preferred if they were marketing to women over 50.
73 Ann // Jun 7, 2006 at 2:10 pm
It is a great name: caters precisely to the aspirational obsession -as in luxury SUVs- boomer women. It makes one think of New England or Volvo station wagons ! It is sober, elegant, posh.
74 angie kinderman // Aug 26, 2006 at 1:22 am
It’s a struggle to not look like Whistlers Mother or Whistlers Mother in a belly Shirt. I store for a mature, but not frumpy women is long over do!
75 Eva // Aug 26, 2006 at 7:42 pm
I’m a 27 year old young professional- i just graduated from medical school and started work as a doctor at a prestigous hospital. My job requires that I dress professionally and conservatively. As a doctor I can’t have my breasts hanging out “bebe” style and tight jeans. I’m young, but I need to look mature. I don’t think their clothes target older women; instead i think they target those that have grown up. I love the variety of sizes (I read somewhere that the average woman in USA is a size 12) it is really hard to find cute clothes if you are size 12 or over. I am fuller figured and this store offers fashionable clothes that look sophisticated. Dressing for work in the morning is fun again! For the poster named Jane, size 10 is not even close to being fat- go ahead and eat some dorritos, dr. recommened.
76 Paige // Aug 27, 2006 at 9:04 pm
I’m a 23 year old woman…. who has just spent about $600 at this “FAT” store. I loved the service I got. I felt like I was in a SoHo boutique, without the hiked prices. Forget the name please. I’ve met some pretty astounding Berthas out there. My only quam is that I am smaller and I’m already in their small sizes. I would hate to lose the store if I lost any more weight. Stop bickering like a bunch of hens and heard out and see the store and then post.
77 Cynthia // Aug 31, 2006 at 10:08 am
Why get hung up over the size number? They really don’t mean anything anymore. My dress size has gone from a 9/10 in 1972 to a 6 or a 4 in 2006 and I am THE EXACT SAME HEIGHT AND WEIGHT at 52 that I was at 18. Sizes are arbitrary. Chico’s figured that out with their nutty 0 to 3 sizing.
What matters is how the clothes fit and what they look like. If F&T clothes are stylish, less expensive than Banana Republic, and non-Talbots, I’ll buy them. (BTW, “banana republic” usually refers to a third-world dictatorship — funny name for a luxury brand.)
78 Connie // Sep 16, 2006 at 2:37 pm
Hey! I’m 50 and don’t see myself as old at all, nor do I look old. I took a look at the new line of clothes and well….yawn.
This whole age thing needs a radical update. We live longer now and stay active longer. Am I supposed to see myself as a “Senior” for the next 27 years? I don’t think so. It seems the younger generation has decided once they leave the nest we must be nearing the Rest Home.
My kids left home and I see myself as finally having a chance to do my own thing again. I feel younger than I did while dealing with a bunch of tennagers. I want clothes that reflect that.
79 kim // Sep 23, 2006 at 9:20 pm
Interesting comments. I’m 52, 5′2″, size 8, large breasts, average waist and hips. Petites fit fine except for the chest. And I hate to shop. Most of you sound like you love to shop – any tips for where I should shop?
80 neil // Oct 17, 2006 at 6:38 am
i got told that gap stands for gay and proud.
81 james // Oct 17, 2006 at 6:42 am
i searched on the internet and found out that gap actually stands for gay and proud.does it?
82 liam // Oct 17, 2006 at 6:45 am
to james gap does stand for gay and proud mate
83 Sharon Bland // Nov 7, 2006 at 2:04 pm
I was so happy to find the front closing bras. I brought 3 right away. They are convertable too. What a concept. Hooray for Gap.. Please keep making the front closers. Can’t find these anywhere else. Thank You…
84 Sharon Bland // Nov 7, 2006 at 2:08 pm
PS to the above coments. I am over 60 the store works for me.
85 Sheri // Feb 15, 2007 at 8:52 am
I am 30 and think this store is adorable. I have 2 kids and am still a size 6. HOWEVER, I do not have the bosy I had as a 19 year old and want to dress a little more conservative. F&T is adorable! I love Anthropologie, Banana Republic and Ann Taylor. F&T is right up my ally. I don’t think it is for “old” people; it just has a different style from GAP. I don’t really like GAP anymore and was so happy to find this store. Check it out online before you knock it. I think it will suprise you how cute and affordable the clothing is. I only wish you could order online. You have to call and make an order or go into the store. Online you can’t access all of the clothing. Hopefully, they will chane their website soon!
86 john beck // Mar 6, 2007 at 11:19 pm
Forth & Towne was a great test of a promising concept and an illustration of the innovative risks you need to take business.
87 snork // Sep 3, 2007 at 8:01 pm
Hey! I think it’s a riot that penis enlargement ads are in on the conversation about Forth & Towne! Very funny! Seriously, I’m 51, mother of three, and ~gasp!~ not fat, or lumpy or dumpy. I like real clothes. Please don’t make me shop at stores like Forth & Towne, Christopher and Banks, Northern Expressions or Chico’s. I also won’t wear dusty rose sweatshirts with handpainted pictures of kittens on them. I’m not saying I want to dress like my kids, but it beats dressing like their grandmother, or my grandmother for that matter.
Just saying… not everybody over 50 is a lump of fat, some of us can still rock it.
88 www.r10.net küresel ?s?nmaya hay?r seo yar??mas? // Dec 22, 2007 at 3:52 pm
I am Very thank full the owner of this blog. Becouse of this blog is very imformative for me.. And I ask u some thiing You make more this type blog where we can get more knowledge.
http://www.cesurturk.org/
89 www.r10.net küresel // Dec 30, 2007 at 8:04 pm
What is with you people? Since when is over 35 a grandma or geezer? And a size 10 is fat?
It doesn’t surprise me that this doesn’t appeal to you – it’s designed for professional women who want to look classy instead of 18 and tacky.
http://www.myrize.org
90 Lazer Kesim // Jan 26, 2008 at 12:19 pm
I was so happy to find the front closing bras. I brought 3 right away. They are convertable too. What a concept. Hooray for Gap.. Please keep making the front closers. Can’t find these anywhere else. Thank You…
91 webmasterdestek // Feb 2, 2008 at 12:06 pm
thanks
92 Penis enlargement // Feb 3, 2008 at 1:08 pm
Dont suffer in silence get the average penis enlargement gain through best and effective penis enlargement source. http://www.naturalherbalz.com/menshealth/penis-enlargement/index.html
93 oyun indir // Feb 7, 2008 at 6:53 am
Shoulda called it Gap Crone. Or Gap Geezer.
94 youtube // Feb 13, 2008 at 2:10 pm
I figured. Am I the only one who is reminded of football when I hear that name?
95 islami sohbet // Feb 29, 2008 at 4:08 am
thanks I figured. Am I the only one who is reminded of football when I hear that name?
96 youtube // Feb 29, 2008 at 9:44 am
I hope Jes is wrong when he/she says the Forth means the Forth division, as in 1234. If so, they spelled it wrong,should be Fourth.
97 vacuum cleaners // Mar 16, 2008 at 1:49 pm
Ha ha ha, that’s so funny. I bet they spent days deciding on a name, and they chose a name that comes out as that acronym? Lol, that’s the funniest thing ever! The same thing almost happened to us when we were once coming up with a new name for a branch-off company in the group. We discussed it for months under a particular name that everyone was quite happy with. I won’t tell you name. I will say that one day someone suddenly piped up and said, “hey, the acronym for the name is P.I.S.S.!”
Needless to say, it was dropped in a couple of minutes for another name.
98 film izle // Mar 20, 2008 at 8:26 am
I figured. Am I the only one who is reminded of football when I hear that name?
99 Eksantrik Presler // Mar 29, 2008 at 7:50 am
I was so happy to find the front closing bras. I brought 3 right away. They are convertable too. What a concept. Hooray for Gap.. Please keep making the front closers. Can’t find these anywhere else. Thank You…
100 montana // Jun 18, 2008 at 8:33 pm
Forth & Towne is too sophisticated! I’m 38 and I feel like 25, even if I don’t exactly look it anymore. I also know I can’t dress like someone in their 20’s, and I don’t want to. But, I don’t want to dress like my mother did at 35-40 either. I hope the styles can be timeless…BTW 35-38 is NOT a baby boomer ‘crony’, that’s Gen X for you pups!
101 saç modelleri // Sep 21, 2008 at 7:40 am
I figured. Am I the only one who is reminded of football when I hear that name?
102 beyaz // Apr 26, 2009 at 12:13 pm
thanks I figured. Am I the only one who is reminded of football when I hear that name?
Leave a Comment