Banana Republic 2005 Annual Report Download - page 11

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Over 36 years, Gap Inc. launched and grew three of the most recognized brands
in apparel. Last fall, we added one more name to our portfolio: Forth & Towne.
Targeting women over 35, Forth & Towne was a concept whose time had come:
We conducted a two-year study of the U.S. apparel market, and discovered
enormous potential for a brand dedicated to serving boomer women. More
importantly, we talked extensively to customers we knew well: women who grew
up shopping Gap, Banana
Republic and Old Navy.
Their feedback about what
they wanted—from fi t
and style to comfort and
convenience—is the basis
and guiding inspiration for
Forth & Towne.
Our new brand offers all
these elements under one
roof, which we feel clearly
differentiates Forth & Towne
in the marketplace. Upon
our launch last fall, we received overwhelmingly positive response. The product
was what customers had asked for: stylish, age-appropriate pieces that fi t well
and that allow them to express their femininity and individuality.
Offering four separate brands in one intimate shopping space, each collection is
tailored to a different facet of our customer’s busy lifestyle, from work and going
out to casual occasions and weekend activities.
gap inc. 2005 annual report 9
Allegory
features classics with a twist for women
who appreciate a traditional look: tailored pants,
beautifully cut blazers, refi ned sweaters. For the
woman who grew up with Gap,
Gap Edition
offers
casual sportswear that’s youthful, optimistic and age
appropriate.
Vocabulary
offers eclectic and unique
style, with embellished and decorative pieces for the
individualist.
Prize
is designed for a woman who’s
fashion-conscious, offering wearable trends in
fl attering silhouettes.
The store experience was a critical area of focus
as we developed Forth & Towne. For instance, at
the center of each store is a beautiful fi tting salon.
Spacious and inviting, each room features three-way
mirrors, adjustable lighting and fashion accessories
within easy reach.
With four stores in Chicago and one in New York,
Forth & Towne has received great customer re-
sponse, and we look forward to expansion in four to
fi ve additional markets this year.
Gap Inc. has a proven history of building enduring,
iconic brands and we are proud to continue that
legacy with Forth & Towne.
Our history and expertise is in
developing great brands—and
we feel well-positioned to offer
great style in a beautiful,
comfortable setting for this
important customer segment.