Dress Barn Brooklyn New York
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. The company also operates multiple brick-and-mortar stores. 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 retail network was a major part of its success, and ecommerce represented less than 20% of the brand’s 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 it has changed its name and focus several times, it has managed to hold on to its target customer base. The company’s current management team consists of Vivian Behrens, senior vice president and chief marketing officer. Although it is unclear what the future holds for Dressbarn, its success was largely determined in part by how it 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. In 2015, Tai Lopez purchased the Dressbarn brand and formed Retail Ecommerce Ventures, which plans to relaunch the brand’s website in January 2020. Although Dressbarn is closing most of its stores, the brand will continue to thrive online under a new ownership.
Dressbarn’s target audience is composed of moderate-income women between 35 and 54 years old. These women have families and are employed in “pink collar jobs.” 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. Its employees also post live shows on social networks 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 are working with the company’s parent company as it transitions to a new direction. The company will continue to honor merchandise credit cards as well as gift cards. The stores will close on December 26th. 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. Most Dress Barns sold women’s apparel at prices that were 20 to 50 percent below those of department store competitors. To expand their reach, the company acquired other chains. They are now one of the largest specialty clothing retailers for women in the U.S. They also own their own private label clothing.