Maxi Short Dress Barn
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. Founded by two brothers, the company has been growing at a rapid pace.
The rise of the company to prominence began in mid-1960s when Elliot Jaffe, a merchandising manager at Connecticut’s department store, was involved. Roslyn Jaffe, Jaffe’s wife, approached him with a plan for a discount clothing store for women. They began to plan a test store together. 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 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. It is not clear what the future holds for dressbarn, but its success was largely determined by how well it had managed its transition.
Dressbarn was founded in 1962 by Roslyn Jaffe and Elliot Jaffe. It has seen many 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. Although Dressbarn is closing most of its stores, the brand will continue to thrive online under a new ownership.
Dressbarn’s target audience consists of middle-income women aged between 35 and 54. These women have families and are employed in “pink collar jobs.” They want to feel stylish and keep up with the latest trends. To help them achieve this, the company has unique marketing strategies. 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.
Dressbarn has ended its retail operations after nearly 60 years of operation. It will eventually close approximately 650 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. To expand their reach, the company acquired other chains. Today, they are one of the largest specialty women’s clothing retailers in the U.S. They also have their own private label clothing.