Gap Inc. revealed the name of its awaited fourth concept: Forth & Towne. The new chain, which joins Gap, Banana Republic and Old Navy in Gap's family of brands, will specifically target women over the age of 35. The company will open five stores in the fall — one in New York and four in Chicago. “Forth” is a reference to the concept being Gap's fourth brand. “Towne” is meant to convey a sense of community that Gap wants to create for its customers.
Gap originally announced plans for a fourth brand in last September. The company has revealed few details about the new chain and how it will differentiate from competitors, notably J.Jill. But a spokesperson did point out that the chain would use size 10 as its base, saying that the rest of the industry uses size 8.