Dressbarn launches omnichannel dress experience
Despite its frumpy name, Dressbarn is turning out to be quite the digital innovator in the apparel category after launching an omnichannel offering called Dressbar.
The Dressbar pop-up shop within Dressbarn stores and on dressbarn.com will feature digital components and dresses that have "a story." Dressbarn says it believes that every dress has a story, and the store will honor its heritage while creating a compelling destination for new dress stories to begin.
"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. "With the launch of the DRESSBAR at dressbarn, we plan on being the number one destination for dresses in-store and online."
Dressbarn also announced that it is working with Robin Kramer of Kramer Design Group to create distinctive Dressbar shop-in-shops that include integrated iPads to enhance the customer experience.
The Dressbar curated collection of dresses will include exclusive design collaborations with notable and trusted names such as LUXE by Carmen Marc Valvo, featuring the designer's signature florals, pleating and craftsmanship; MiXT by Heidi Weisel, innovative creativity that is versatile and wearable; Lovely by Adrianna Papell, designed by Papell's Creative Director Michael Smaldone, offering bright, sophisticated styles that fit the busy woman's lifestyle; and dbRSVP by the db Fashion Studio, by dressbarn's Design director Etta Granata, combining current fashion trends with elegant silhouettes and luxury fabrications. Dressbar will also offer TRUE, a jewelry collection from Celeste and Satu Greenberg of Tuleste, known for their timeless, playful contemporary appeal.
Dressbar’s curated assortment of dresses, including the exclusive designer dress collections, will be priced between $42 and $70, and jewelry priced between $10 and $29.50.
Dressbarn, a division of Ascena Retail Group Inc., is a specialty chain of over 830 stores, featuring its own line of women's casual, career and special occasion apparel at great values, in sizes 4-24.