{"id":13820,"date":"2015-04-23T17:47:01","date_gmt":"2015-04-23T21:47:01","guid":{"rendered":"http:\/\/fashion.parsons.edu\/?p=13820"},"modified":"2018-06-25T17:36:23","modified_gmt":"2018-06-25T21:36:23","slug":"dress-barn-re-positions-dressbar-designer-collaborations-bring-sophistication-brand","status":"publish","type":"post","link":"https:\/\/parsons.edu\/bfafashion\/dress-barn-re-positions-dressbar-designer-collaborations-bring-sophistication-brand\/","title":{"rendered":"Dress Barn Re-positions itself with DRESSBAR &#8211; Designer Collaborations Bring Sophistication to the Brand"},"content":{"rendered":"<p><a href=\"http:\/\/wpdeve.parsons.edu\/wp-content\/uploads\/2015\/04\/Dress-Barn_Panoramic-ii.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-13828\" src=\"http:\/\/wpdeve.parsons.edu\/wp-content\/uploads\/2015\/04\/Dress-Barn_Panoramic-ii.jpg\" alt=\"Dress Barn_Panoramic ii\" width=\"1067\" height=\"800\" srcset=\"https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn_Panoramic-ii.jpg 3264w, https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn_Panoramic-ii-1000x750.jpg 1000w, https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn_Panoramic-ii-768x576.jpg 768w, https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn_Panoramic-ii-1224x918.jpg 1224w\" sizes=\"(max-width: 1067px) 100vw, 1067px\" \/><\/a><\/p>\n<p>Images and text by Vicky Bateman<\/p>\n<p>Designer collaborations are a fashion mainstay, although Dress Barn is unlikely the first that comes to mind when you think of one. The DRESSBAR at Dress Barn, a bold repositioning initiative of the 50-plus year-old brand known for dresses, celebrated their collaboration with fashion designer Heidi Weisel this past Thursday at their Fifth Avenue pop-up store. There were appearances by Weisel and Amber Fillerup Clark of the blog Barefoot Blonde, while DreamDry hair salon gave hair braid tutorials\u2014a signature look of the Barefoot Blonde\u2014to partygoers.<\/p>\n<p>The DRESSBAR at Dress Barn is the company\u2019s big push to update their image and offerings. \u201cWe always wanted to give the customer a value price point but we also wanted to give the brand fashion credibility,\u201d explains Stephanie Garbarini, Dress Barn\u2019s Vice President of Brand Marketing. \u201cWhen you have 840 stores to create that feeling, it takes a long time.\u201d<\/p>\n<p>It\u2019s even more interesting to watch this main-street retailer (whose target consumer is in her mid-forties), employ such a strong social media campaign for the DRESSBAR launch. \u201cSocial media marketing is playing the biggest role when you think about the other mediums. Compared to television, print, digital media, the social space is just erupting,\u201d continues Garbarini, saying the brand has partnered with roughly 50 bloggers and influencers for the launch.<\/p>\n<p><a href=\"http:\/\/wpdeve.parsons.edu\/wp-content\/uploads\/2015\/04\/Dress-Barn_Tee.jpg\"><img decoding=\"async\" class=\"alignleft wp-image-13830\" src=\"http:\/\/wpdeve.parsons.edu\/wp-content\/uploads\/2015\/04\/Dress-Barn_Tee.jpg\" alt=\"Dress Barn_Tee\" width=\"300\" height=\"400\" srcset=\"https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn_Tee.jpg 2448w, https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn_Tee-750x1000.jpg 750w, https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn_Tee-768x1024.jpg 768w, https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn_Tee-918x1224.jpg 918w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a> <a href=\"http:\/\/wpdeve.parsons.edu\/wp-content\/uploads\/2015\/04\/Dress-Barn_Rack.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-13829\" src=\"http:\/\/wpdeve.parsons.edu\/wp-content\/uploads\/2015\/04\/Dress-Barn_Rack.jpg\" alt=\"Dress Barn_Rack\" width=\"300\" height=\"400\" srcset=\"https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn_Rack.jpg 2448w, https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn_Rack-750x1000.jpg 750w, https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn_Rack-768x1024.jpg 768w, https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn_Rack-918x1224.jpg 918w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>Weisel is one of three designer collaborators, which also include Carmen Marc Valvo and Michael Smaldone from Adrianna Papell. Each collaboration was celebrated with a special event that reflected part of the designer\u2019s personality and aesthetic. \u201cCarmen is all about red carpet glamour so it made sense that we did Benefit [Cosmetics], makeovers and made women feel beautiful,\u201d says Garbarini. \u201cSmaldone from Adriena Papell is a health nut and his dresses are a little bit sexier and we did a whole thing with Liquiteria\u2014it was healthy, it was organic. Heidi is blonde, she\u2019s beautiful, she\u2019s a woman, she likes to do her hair so we thought Amber was perfect.\u201d<\/p>\n<p>Tiffany, a 36-year old New Jersey resident at the event, seemed persuaded by the repositioning. \u201cI never really thought of Dress Barn as a fashionable place to shop\u2014my grandmother shops there\u2014but the DRESSBAR dresses are making me change my mind. \u201d Even the Huffington Post is on board: \u201cDress Barn may become your new favorite store (Yes, really),\u201d was the title of one of their DRESSBAR related articles.<\/p>\n<p>The price point falls between (a very affordable) $50-$70. Although known for plus size fashions which go to size 24, most of the DRESSBAR dresses only go up to size 16, with only about one or two of each collection available in a larger size range\u2014presenting a possible issue with their consumer. Target, known for their designer collaborations, has experienced this sort of backlash, receiving flak in the past from plus-size bloggers and customers for not having its famous collaborations in plus sizes.<\/p>\n<p>Dress Barn will have one more popup shop event celebrating the DRESSBAR collaboration with Etta Grenata, the company\u2019s Design Director. \u201cNext week we have our own designer and we\u2019re doing something with Marie Claire, it&#8217;s called MC Loves Dresses,\u201d Garabani beams. \u201cIt\u2019s all about loving the dress.\u201d<\/p>\n<p><a href=\"http:\/\/wpdeve.parsons.edu\/wp-content\/uploads\/2015\/04\/Dress-Barn_Customer-Style.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-13827\" src=\"http:\/\/wpdeve.parsons.edu\/wp-content\/uploads\/2015\/04\/Dress-Barn_Customer-Style.jpg\" alt=\"Dress Barn_Customer Style\" width=\"638\" height=\"850\" srcset=\"https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn_Customer-Style.jpg 2448w, https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn_Customer-Style-750x1000.jpg 750w, https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn_Customer-Style-768x1024.jpg 768w, https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn_Customer-Style-918x1224.jpg 918w\" sizes=\"(max-width: 638px) 100vw, 638px\" \/><\/a> <a href=\"http:\/\/wpdeve.parsons.edu\/wp-content\/uploads\/2015\/04\/Dress-Barn-Event_-Candy-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-13826\" src=\"http:\/\/wpdeve.parsons.edu\/wp-content\/uploads\/2015\/04\/Dress-Barn-Event_-Candy-1.jpg\" alt=\"Dress Barn Event_ Candy 1\" width=\"1333\" height=\"1000\" srcset=\"https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn-Event_-Candy-1.jpg 3264w, https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn-Event_-Candy-1-1000x750.jpg 1000w, https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn-Event_-Candy-1-768x576.jpg 768w, https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn-Event_-Candy-1-1224x918.jpg 1224w\" sizes=\"(max-width: 1333px) 100vw, 1333px\" \/><\/a><\/p>\n<p>___________________________<\/p>\n<p>About the author<\/p>\n<p><em><a href=\"http:\/\/wpdeve.parsons.edu\/wp-content\/uploads\/2015\/04\/Vicky-Bateman_Headshot.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-13817\" src=\"http:\/\/wpdeve.parsons.edu\/wp-content\/uploads\/2015\/04\/Vicky-Bateman_Headshot.jpg\" alt=\"Vicky Bateman\" width=\"220\" height=\"280\" \/><\/a>Vicky is a current Fashion Marketing student from Illinois. She holds a previous Bachelor&#8217;s Degree in Business Administration from the University of Illinois at Urbana Champaign.\u00a0She dreams of having a job she loves that combines business, travel, and fashion and utilizes all the unique skills she&#8217;s acquired over the years.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Images and text by Vicky Bateman Designer collaborations are a fashion mainstay, although Dress Barn is unlikely the first that&#8230;<\/p>\n","protected":false},"author":2,"featured_media":13826,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[4],"tags":[338,339,340,341,342,343,344,345,346,347,348,349,350],"class_list":["post-13820","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-adrianna-papell","tag-barefoot-blonde","tag-benefit-cosmetics","tag-carmen-marc-valvo","tag-dreamdry-hair-salon","tag-dress-barn","tag-dressbar","tag-etta-grenata","tag-huffington-post","tag-liquiteria","tag-marie-claire","tag-michael-smaldone","tag-stephanie-garbarini"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dress Barn Re-positions itself with DRESSBAR - Designer Collaborations Bring Sophistication to the Brand - Fashion Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/parsons.edu\/bfafashion\/dress-barn-re-positions-dressbar-designer-collaborations-bring-sophistication-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dress Barn Re-positions itself with DRESSBAR - Designer Collaborations Bring Sophistication to the Brand - Fashion Design\" \/>\n<meta property=\"og:description\" content=\"Images and text by Vicky Bateman Designer collaborations are a fashion mainstay, although Dress Barn is unlikely the first that...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/parsons.edu\/bfafashion\/dress-barn-re-positions-dressbar-designer-collaborations-bring-sophistication-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Fashion Design\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ParsonsFashion\" \/>\n<meta property=\"article:published_time\" content=\"2015-04-23T21:47:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-06-25T21:36:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/parsons.edu\/bfafashion\/wp-content\/uploads\/sites\/2\/2015\/04\/Dress-Barn-Event_-Candy-1-1224x918.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1224\" \/>\n\t<meta property=\"og:image:height\" content=\"918\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@parsons_fashion\" \/>\n<meta name=\"twitter:site\" content=\"@parsons_fashion\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/parsons.edu\/bfafashion\/dress-barn-re-positions-dressbar-designer-collaborations-bring-sophistication-brand\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/parsons.edu\/bfafashion\/dress-barn-re-positions-dressbar-designer-collaborations-bring-sophistication-brand\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/parsons.edu\/bfafashion\/#\/schema\/person\/5d85ae74bb368443f415e7d5cc355a1f\"},\"headline\":\"Dress Barn Re-positions itself with DRESSBAR &#8211; 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