The Dress Barn Store
Dressbarn.com is an internet retailer of women’s clothes. The company’s name is a reference to Ascena, a former women’s clothing retailer that 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. The company was founded by two brothers and has grown at a rapid rate.
The rise of the company to prominence began in mid-1960s when Elliot Jaffe, a merchandising manager at Connecticut’s department store, was involved. 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 online retail network has expanded, and it has increased its ecommerce site’s growth 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. 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. 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 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. 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 close on December 26th. Customers can shop at Dressbarn’s online store 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. Today, they are one of the largest specialty women’s clothing retailers in the U.S. They also own their own private label clothing.