Gap targets 35+ woman

Tomorrow sees the opening of Gap's new women's apparel retail concept, Forth & Towne in the Palisades Center Mall in West Nyack , New York . Four more stores will open around Chicago on 31 August.

Forth & Towne is geared towards women in the 35+ age group, with a discerning eye and a desire for a complete shopping experience. The new store will offer four brands, Allegory, Vocabulary, Prize and Gap Edition. Allegory offers feminine suits and classic pieces. Vocabulary provides for the individualist with rich knits, prints and jewellery. Prize is the fun brand, offering wearable trends in light fabrics. Meanwhile, Gap Edition offers everyday basics that the seasoned Gap shopper has come to love and expect.

The key attraction of the Forth & Towne store will be its fitting salon, which is located in the middle of the store and features a circular design. The fitting rooms are spacious, fitted with three-way mirrors, personally adjustable lighting, refreshments and accessories to help complete an outfit. Moreover, consultants will be at the ready to help put together a look.