HELPING HER FIND HER FIT
STRATEGIST AND DESIGNER, ROCKWELL GROUP ARCHITECTURE, PLANNING AND DESIGN
SIZING THE OPPORTUNITY Gap Inc. realized that they were not serving female Baby Boomers -- the largest single consumer segment with the highest average income of any cohort of women. Led by Gap Inc.’s CEO and his C-level team, they set out to create a brand and retail experience catering to Boomer women’s needs. I collaborated with an interdisciplinary team at The Rockwell Group to create the retail brand strategy and design for Gap Inc.’s fourth brand, Forth & Towne.
FITTING HER NEEDS Our initial research on our target audience led to two key insights that drove the design. First, women are social shoppers. Second, the sales conversion rate dramatically increases once she is in the fitting room (but dressing rooms are always tucked in the back of the store). We used these insights to create the brand strategy based on the concept of “fit”: physical, stylistic, and emotional fit.
GUIDING HER JOURNEY I worked on both strategy and design teams to create a unique retail experience that revolves around a central “fitting salon.” I focused on concepting and bringing to life multisensory experiences at key touch points along the customer’s journey. Forth & Towne was rolled out to eleven stores within the first year after launch.
(Photo credit: Rockwell Group Architecture, Design + Planning)