Forth & Towne: The Store's the Thing

At Gap's new women's apparel chain, architectural design -- notably the dressing room's central placement -- is defining what the new brand is

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When it comes to the architecture of mall stores, Gap (GPS) is like apple pie: comfortable and familiar. But as shopping experiences go, it's a little mushy in the middle. So as Gap begins its rollout of Forth & Towne, its new retail chain targeted at women over 35, improving the shopping experience is a top priority. But don't expect hip music, interactive displays, or grand "flagship" stairways. The Forth & Towne experience is all about social interaction.

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