Remember when I said I was predicting a strong come back for Gap? It definitely appears that a lot is going on company-wide to make this prediction true. Gap Inc. announced today that they were closing their Forth & Towne brand, meanwhile last Friday they hired Michael Cape as head of Old Navy marketing. Gap Inc. has stated that from here on out, their focus is bringing back to life their Gap and Old Navy brands.
Forth & Towne, Gap Inc.’s 18-month old brand is one I had never heard of until today. They have only 19 stores in 10 US cities spread among 6 states and I have never seen any print or commercial advertisements for the brand. Looking through the site today, I am surprised that this line of chic clothing hasn’t taken off in terms of fashion. It is definitely in the ranks of Banana Republic high-end style. However, you can’t make a brand succeed with a good marketing plan in place. Gap Inc. has decided to lose the brand stating that it had no “long term potential.” Without the ability to purchase online and that the brand was a relative unknown in the other 44 states would definitely give any brand an uphill challenge, especially at a time when Gap Inc. was failing in every corner of their business.
However, losing the brand so that the focus can be squarely on Gap and Old Navy can only benefit Gap Inc. as they continue to move forward to rebuild their image. They appear to be moving in the right direction with the best decision yet to hire Michael Cape as head of marketing for Old Navy. Cape is the business savvy professional that was Vice President Director of Marketing at JC Penney and was instrumental in their quest to become a contemporary brand. Unlike Paul Pressler, Cape’s experience is mainly in apparel and may just be what Old Navy needs to become the top trendy family fashion brand again.
Things are definitely looking up at Gap Inc., as noted by their recent sales release. When most in the finance world were expecting sharp losses, Gap Inc. proved they were on the right track with simply flat sales. Although no brand will be excited over flat sales, at the rate Gap Inc. was going downhill, flat sales make the brand’s outlook promising that they are leaving their negative sales figures where they belong: in the past.
Comments (3)
Me again. Hope its okay that I comment on nearly all the fashion blogs now! Its just so nice to have someone to "talk" about it with.
I had never heard of Forth either! I am glad to hear that they will focus more on Old Navy. I really like that store!
Posted by Tammy | February 26, 2007 11:55 PM
Posted on February 26, 2007 23:55
Tammy, we love the comments. We always encourage our readers to leave a comment, so I'm glad you are participating in the conversation.
I agree--I love Old Navy too.
Posted by Shannon | February 27, 2007 10:11 AM
Posted on February 27, 2007 10:11
Thanks. :)
Posted by Tammy | February 27, 2007 2:35 PM
Posted on February 27, 2007 14:35