Are you like me? Do you hate new Gap concept name?
Retailer Gap Inc., an entity that really oughta know better, misses the mark completely with the name of their "35-and-over" women's store, in my humble opinion. Not only is the Forth & Towne name fakey, stilted and way too old-lady sounding, but that silly ampersand doesn't disguise their newly minted monogram: F.A.T. Nice going, airheads.
Here's Business Week magazine's more objective explanation of the new chain concept: