April 21, 2005
Cross-posted from the Beehive, ‘cause I’m just that lame, sorry.
Tucked into The Fresno Bee’s wire feed is this nugget — The Gap will be opening a new chain targeted to boomer women, called … wait for it … “Forth & Towne.”
From the press release:
“We created an address with the name ‘Forth & Towne,’ because we wanted it to evoke a sense of place — to signify a special and unique shopping destination,” explained Gary Muto President, Forth & Towne. “‘Forth’ references our fourth brand, and ‘Towne’ conveys a sense of community that we want to create for our customers when they shop with us.”
Would it be snarky to point out that they misspelled both “fourth” and “town”? I’m sure they’ll correct that oversight by the store’s fall launch.
“Fitting rooms will be at the center of the store, with ‘neighborhoods’ of merchandise around them,” Gap CEO and President Paul Pressler told the AP.
Oh! Cu-ute! So the checkout counter will be sort of like ‘City Hall,’ and the sales racks will be the ‘crack slums,’ right? And instead of mopping the store, it’ll be like ‘neighborhood beautification’ or whatever. I can’t wait to shop there. Oh wait, I’m not a boomer woman. Totally forgot. Just over-enthusiastic.
In addition: Steve at the other snark blog points out that the F&T ampersand just dodges what would be a very unfortunate acronym, given the store’s target demographic.