Forth & Towne to Use PR, DM for Chicago Intro

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

New York-based Kirshenbaum Bond + Partners’ interactive unit, Dotglu, will handle the interactive and direct marketing portion of that work, said a client representative. Lannon in Chicago will do promotions and public relations. The client did not specify who would handle those efforts in New York.

Gap Inc.’s new concept brand will target women over age 35, offering apparel for a range of occasions in a specialty retail environment that aims to blend the variety found in department stores with the intimacy of boutiques, according to a corporate statement. Each store will offer four styles: “Allegory” will feature feminine suiting; “Vocabulary” will offer knickers and pants accented with prints and jewelry; “Prize” will be more 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.