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 »