Marketing: Boomer Chic
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Forth & Towne also hopes to target four different types of boomer women by offering four brands under one roof: Vocabulary, Prize, Allegory and Gap Edition. Vocabulary is more comfy and expressive; Prize is sexier; Allegory, classic and tailored; and Gap Edition, casual. "This customer has a hard time finding clothes that fulfill all her needs," says Gary Muto, a 17-year Gap veteran who was named president of Forth & Towne last September. "And they all don't lead the exact same life. They are career women, stay-at-home moms and everything in between." Maybe apparel marketers will finally be able to answer that nagging question: What do women really want?
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