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Gap's 1969 Test Store Seeks A Slice Of the Premium Jeans Market

Sandra M. Jones takes a stroll down Rush Street on Chicago's Gold Coast and pops into what she says is Gap Inc.'s future: a tiny store called 1969 that purposefully offers no indication that it is part of Gap.

The 1969 line claims to offer a fit suitable for work or a date at a mass-market price. It hopes to take a piece of the premium denim market and the San Francisco-based company has opened three test stores -- in Chicago, Los Angeles and New York -- in the heart of luxury shopping neighborhoods.

"We're trying to transform people's buying habits," says Gap spokeswoman Olivia Doyne.

Read the whole story at Chicago Tribune »

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