Dress Barn Millbrae
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. Founded in 1962, the company has more than 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. Roslyn Jaffe, Jaffe’s wife, approached him with a plan for a discount clothing store for women. 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.
The company’s original store opened 45 years ago. It has been managed by the same family since then. 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.
Dressbarn was founded in 1962 by Roslyn Jaffe and Elliot Jaffe. It has seen many 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. 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 consists of middle-income women aged between 35 and 54. These women are employed in “pink collar” jobs and have families. They want to be fashionable 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 company has not yet revealed the exact closing dates. All Dressbarn employees are working with the company’s parent company as it transitions to a new direction. 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. Most Dress Barns sold women’s apparel at prices that were 20 to 50 percent below those of department store competitors. The company continued to grow and acquire other chains to increase their size. Today, they are one of the largest specialty women’s clothing retailers in the U.S. They also own their own private label clothing.