Lori Wagner, Dressbarn's chief marketing officer and executive vice president of e-commerce, told Refinery29. "With the democratization of fashion, there are so many options for millennials and Gen-Xers. But that's not the case when you enter the 35-to-45-year-old range: Where do those customers find great, relevant, appropriate fashion for a great price?"
The 53-year-old retailer has been trying to becoming more relevant in the fashion world for the past two years via designer collaborations, an overhaul of the look of its stores, and the launch of a pop-up shop earlier this year — called Dressbar — to bring in a more stylish crowd. Oh, and the clothes are changing, too. "Most importantly, you're going to see the product evolve," Wagner says of the refresh. "It's been a tremendously successful business, and now we want to be a tremendously successful brand."