Dotglu to Direct Shoppers to New Gap Chain

NEW YORK Forth & Towne’s entrance into the New York and Chicago markets will be unheralded by advertising, but direct marketing, interactive and promotional efforts by a variety of firms and in-house teams will target the chain’s customers—women over 35-years-old—according to the client.

Kirshenbaum Bond + Partners’ interactive unit Dotglu will be handling the interactive and direct marketing portion of that work, said a client representative. Lannon is handling promotions and public relations in Chicago. The client did not specify who would handle those efforts in New York. An in-house team is also involved with the chain’s debut.

Gap Inc.’s new concept brand will offer apparel for a range of occasions in a specialty retail store environment that aims to blend the variety found in departments stores with the intimacy of boutiques, according to a Gap statement. Each store will offer four styles: “Allegory” will feature feminine suiting; “Vocabulary” will offer knits and pants accented with prints and jewelry; “Prize” will be trendy and “Gap Edition” will offer the chain’s essential offerings, such as t-shirts and jeans.

Forth & Towne will open its first store in West Nyack, N.Y. and four stores in Chicago by the end of the month, the rep said. She would not elaborate on the details of the campaign.