MARKETING/SOCIAL MEDIA

Dressbarn campaign integrates online, in-store elements

BY Marianne Wilson

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.

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MARKETING/SOCIAL MEDIA

NRF: St. Patrick’s Day spending set to rise

BY Dan Berthiaume

Washington, D.C. — Consumers are opening up their pocketbooks for St. Patrick’s Day, according to the National Retail Federation’s St. Patrick’s Day Spending Survey.

The survey, conducted by Prosper Insights and Analytics, finds that nearly 127 million Americans are planning to celebrate the traditional Irish holiday and will spend an average of $36.52 on green garb, festive food and more, compared to $35.78 last year.

Total spending for the holiday, which falls on Tuesday, March 17, is expected to reach $4.6 billion.

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News

Bob Nardelli joining Pep Boys board

BY CSA STAFF

The former chairman and CEO of Home Depot is joining the board of directors at Pep Boys.

Robert Nardelli, the former chairman and CEO of Home Depot and Chrysler, has been appointed to Pep Boys’ board of directors, bringing the current size of the board to nine directors.

Chairman of the board, Robert Hotz, said: “We are pleased to have Bob join our board and welcome his extensive operating expertise and insight.”

Nardelli is the founder and CEO of XLR-8, LLC, an investment and advisory firm that helps companies identify weaknesses and improve performance. In addition to his roles at Home Depot and Chrysler, he is widely recognized as one the best operating executives in the United States, having served for more than 30 years in senior positions at General Electric.

“I am very excited and proud to be joining the Board of Pep Boys and to be returning to the automotive industry, especially as part of this leading aftermarket service and retail chain,” Nardelli said.

Pep Boys has over 7,500 service bays in over 800 locations in 35 states and Puerto Rico.

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