Dressbarn (NASDAQ:ASNA) announced the launch of Dressbar, a digital and in-store designer collaboration.
Shoppers can experience Dressbar in person at a pop-up shop located at 102 Fifth Avenue in New York City, or online at Dressbar.com.
The brand's curated collection, which was first announced early in 2015, includes exclusive designs from designers such as Carmen Marc Valvo, Adrianna Papell and Fashion Studio.
The store will feature a more personalized model of service through interactive features. Shoppers can get advice from experts, view editorial content and engage socially. The technology uses an intuitive search engine to help users find their ideal dress for any occasion or mood.
Dressbarn is working with Robin Kramer of Kramer Design Group to create Dressbar's shop-in-shops that include integrated iPads. Additional store prototypes will roll out in the fall of 2015.
"We are taking this opportunity and capitalizing on the greatest market share of our business: the dress," said Jeff Gerstel, president of Dressbarn. "There are very few retailers, if any, offering this level of design and quality in the value sector. With the launch of the Dressbar at Dressbarn, we plan on being the number one destination for dresses in-store and online."
Dressbarn's parent company, Ascena Retail Group, has been actively expanding its omnichannel initiatives. While the company's physical retail stores, which include brands such as Lane Bryant, Maurices, Catherines and Justice, have experienced a slowing in profits, digital sales have been positive. Last fall, the company reported that e-commerce, up 13 percent for the quarter, now accounts for 10 percent of the company's overall sales.
-See this Dressbarn press release
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