Dress Barn Bridesmaid
Dressbarn.com is an online retailer of women’s clothing. The company’s name is connected to the former women’s clothing chain Ascena, which operated from 1962 to 2019. Retail Ecommerce Ventures, a Miami-based company, now owns the company. The company was founded in 1962 and has over 18,000 employees. Multiple brick-and-mortar shops are also owned by the company. Founded by two brothers, the company has been growing at a rapid pace.
The company’s rise to prominence began in the mid-1960s, when Elliot Jaffe was a merchandising manager at a department store in Connecticut. Jaffe approached his wife, Roslyn, with a plan to open a women’s discount apparel store. Together, they began planning a test store. Elliot retained his Macy’s job to support his family, but worked after hours to open the first Dress Barn store.
Dressbarn was a brick-and mortar retailer for many years, but it never shifted to ecommerce. Its success was due to its retail network, but ecommerce accounted for less than 20% of its overall revenue. Still, Dressbarn’s new strategy has enabled it to grow at a rate of 100% per quarter. Its retail network has also expanded to online sales, as it has grown its ecommerce site by 45% since April.
Although the company’s first store opened 45 years ago, it has been managed by the same family ever since. Although the company has had to change its name and focus many times, it has maintained its target customer base. Vivian Behrens is the current chief marketing officer and senior vice president of the company. It is not clear what the future holds for dressbarn, but its success was largely determined by how well it had managed its transition.
Founded by Roslyn and Elliot Jaffe in 1962, Dressbarn has experienced several changes over the years. In 2011, the company became part of the Ascena Retail Group. Tai Lopez bought the Dressbarn brand in 2015 and founded Retail Ecommerce Ventures. The company plans to relaunch its website in January 2020. Even though Dressbarn is closing many of its stores, the brand’s online success will be maintained by a new owner.
Dressbarn’s target audience is composed of moderate-income women between 35 and 54 years old. These women are employed in “pink collar” jobs and have families. They want to feel stylish and keep up with the latest trends. The company has a number of unique marketing strategies to help them achieve that. For example, its employees post live shows on social media and hire fashion bloggers. These live shows are meant to provide customers with an in-person experience, while its live show videos and fashion bloggers are designed to connect customers with employees.
After nearly 60 years of operating, Dressbarn is now winding down its retail operations. It will eventually close approximately 625 locations. The exact closing dates have not been revealed by the company. All Dressbarn employees will be working with the parent company during this transition. The company will honor merchandise credit cards and gift cards for the time being. The stores will be closed by December 26. Customers can shop at Dressbarn’s online store as usual.
The Dress Barn, Inc. had nearly 20 stores in the 1970s and was large enough for customers to buy products from well-known designers. The majority of Dress Barns sold women’s apparel at prices 20 to 50% lower than department store counterparts. The company continued to grow and acquire other chains to increase their size. They are now one of the largest specialty clothing retailers for women in the U.S. They also have their own private label clothing.