Gap Takes $40 Mil Hit

According to The Wall Street Journal, Gap, of San Francisco, opened 19 Forth & Towne stores over the past 18 months in a bid to tap the baby-boomer market, long considered underserved by women’s clothing stores that tended to focus on teens and young adults.
But the move failed, and now Gap is closing the chain to refocus on its core brands.
Gap has also recently launched Piperlime, a shoe Web site that sells other companies’ brands. No word on how that operation is fairing.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.