Dressbarn campaign integrates online, in-store elements

New York -- Women’s apparel retailer Dressbarn is thinking omnichannel with the launch of both a digital and in-store experience, called Dressbar, focused on exclusive designer collaborations with notable names in fashion.



Beginning March 5, the collection will be available to shoppers at Dressbarn stores, and online at dressbar.com. In addition, the retailer is opening a Dressbar pop-up shop In New York City, at 102 Fifth Avenue.



The Dressbar digital experience will offer a deeper, more personalized model of service, using interactive features to deliver helpful advice from experts, editorial content, and social engagement. An intuitive search engine will help users find their ideal dress by occasion or mood: date night, cocktails with the girls, or that "look at me now" reunion weekend.



On the store side, Dressbarn is working with Kramer Design Group to create distinctive Dressbar shop-in-shops that include integrated iPads to enhance the customer experience.



"We are taking this opportunity and capitalizing on the greatest market share of our business, the dress. There are very few retailers if any, offering this level of design and quality in the value sector," said Jeff Gerstel, president of Dressbarn.





Dressbarn, a division of Ascena Retail Group Inc, operates over 830 stores.