Post by "Just Ask Eric Musgrave"

Now here's a good job for someone. How about writing up all the fashion retail concepts that had a very short life? The thought occurred to me when I was reminded that 20 years ago, as editorial director of Drapers, I wrote about a US-based womenswear concept from Gap aimed at the over-35-year-old consumer who had grown away from the casualwear chain. Forth & Towne was the group's fourth fascia (after Gap, Banana Republic, and Old Navy) and was aimed at urbanites, hence the name. I thought it looked pretty good, but what do I know? It lasted only between 2005 and 2007, growing to just 19 stores. Any other short-lived fashion fascias spring to mind?