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All set for Gap Inc media blitz for its Forth & Towne apparel brand

13
Sep '06
Gap Inc is set to launch a new advertising campaign in September for its Forth & Towne apparel brand. The campaign reflects Forth & Towne's unique position in the market as a brand that speaks directly to the grown-up chic woman, defining what being fashionable looks and feels like for a new generation of women.

Forth & Towne targets grown-up women who have a strong connection to fashion. According to Kimberley Grayson, Senior Vice President Marketing, Forth & Towne, "Unlike the generation of women before her, the Forth & Towne woman grew up in an era that assured her she can look as fabulous as she feels -- no matter what her age. She is healthier, more independent and thoroughly comfortable experimenting with her own personal chic."

The new multi-channel advertising campaign, developed by New York-based creative agency AR, supports the opening of 14 new stores Atlanta, Houston, Los Angeles, San Diego, San Francisco, San Jose, Santa Barbara and Seattle this fall.

The campaign revolves around the theme: "The Chic Revolution Begins." The print advertisements will appear in regional publications in new and existing Forth & Towne markets starting in September, with national magazines, Elle and More, following in December. The campaign will also appear in additional media vehicles including out of home, in-mail and direct mail.

"We are thrilled to tell the Forth & Towne story through dynamic messaging that redefines the relationship between women and fashion. It's a real opportunity to speak to women differently, with a sense of humor, and change the idea of what it means to be fashionable for women in this category," states Raul Martinez, CEO & Executive Creative Director, AR.


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