Dress Barn Sneakers
Dressbarn.com is an internet retailer of women’s clothes. The company’s name is connected to the former women’s clothing chain Ascena, which operated from 1962 to 2019. Today, the company is owned by a Miami, Florida-based corporation called Retail Ecommerce Ventures. The company was founded in 1962 and has over 18,000 employees. Multiple brick-and-mortar shops are also owned by the company. The company was founded by two brothers and has grown at a rapid rate.
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 kept his Macy’s job to support the family, but worked late to open the first Dress Barn.
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 online retail network has expanded, and it has increased its ecommerce site’s growth 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. 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. The company was incorporated into the Ascena Retail Group in 2011. 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. Its employees also post live shows on social networks and hire fashion bloggers. These live shows provide customers with an in-person experience. Fashion bloggers and live show videos are designed to connect employees with customers.
After nearly 60 years of operating, Dressbarn is now winding down its retail operations. It will eventually close approximately 650 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. In the meantime, customers can continue to shop for clothing at Dressbarn’s ecommerce site as usual.
In the 1970s, The Dress Barn, Inc. operated nearly 20 stores and was large enough to purchase products from famous 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 have their own private label clothing.