dressbarn Launches DRESSBAR, The Ultimate Dress Destination Featuring Exclusive Designer Collaborations

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Mar 04, 2015, 10:57 ET

NEW YORK, March 4, 2015 /PRNewswire/ -- On March 4th, dressbarn will launch DRESSBAR, a unique digital and in-store experience featuring exclusive designer collaborations. The debut of this major initiative will be supported by a national ad campaign that celebrates the femininity, fun, and functionality of the dress.

Beginning March 5^th, dress fans in NYC will be able to shop the DRESSBAR pop-up shop located at 102 Fifth Avenue, while DRESSBAR.com and dressbarn stores will serve customers everywhere else.

The dress, a timeless must-have, and powerful storyteller, is part of dressbarn's DNA. DRESSBAR believes that every dress has a story, and honors its heritage while creating a compelling destination for new dress stories to begin.

DRESSBAR is a curated collection of dresses that includes exclusive design collaborations with notable and trusted names in fashion. The collections include: LUXE by Carmen Marc Valvo, featuring the Designer's signature florals, pleating and craftsmanship; MiXT by Heidi Weisel, innovative creativity that is versatile & 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, are priced between $42 and $70, and jewelry priced between $10 and $29.50.

"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."

DRESSBAR.com 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.

Above all else, DRESSBAR brings fresh style and a new level of access to dressbarn loyalists—women who have long appreciated value along with fit and fashion. Based on the belief that every woman deserves to own a fabulous dress at a fabulous price, DRESSBAR serves as the destination to find chic, affordable dresses.

dressbarn is working with Robin Kramer of Kramer Design Group to create distinctive DRESSBAR shop-in-shops that include integrated iPads that enhance the customer experience. Additionally, KDG will roll out further store prototypes in Fall 2015.

About dressbarn:
dressbarn, a division of Ascena Retail Group Inc. (NASDAQ -- ASNA), 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. Focused on creating meaningful customer experiences through fashion adventures, style solutions, relevant choices and personalized service, dressbarn is committed to inspiring women look and feel beautiful.

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SOURCE dressbarn