“We call it ‘dressing for life.'”
Roz & Ali is an effort by the 840-unit specialty chain to present a polished line of dresses and sportswear versatile enough to wear day into night, or for different occasions, and to lift sales which have recently been soft.
For fall, Roz & Ali will offer six pieces including a peacoat, pencil skirt, a flared skirt, a dress, a pant and a blazer, as well as romantic chiffon paisley tops and dresses, feminine fabrics and shades of blue. The line debuts in late August.
“We’ve had some items under the Roz & Ali label before, but this is the first time we’ve pulled it together to create a very tight, focused collection,” Garbarini said.
Roz & Ali adheres to Dressbarn’s moderate prices, with items starting at $30. The line will be sold online and in shops-in-shop, which Garbarini said will complement the Dressbar in-store shops for dresses only.
Dressbarn over the past few seasons has been taking steps to raise its profile and cast a more stylish image. A year ago, the company unveiled collaborations with designers including Carmen Marc Valvo and Heidi Weisel to create dresses for Dressbar. Dresses is the category where Dressbarn has its highest market penetration.
This spring, Beyond by Ashley Graham was launched, and for fall and holiday 2016, the collection features 11 dresses, all in sizes 4 to 24. Ashley Graham is a plus-size model who recently appeared in the Sports Illustrated swimsuit issue and featured in Lane Bryant ads.
Roz & Ali is named after Dressbarn founder Roslyn S. Jaffe and her granddaughter Alexandra. Roslyn’s son, David Jaffe, is president and chief executive officer of the Ascena Retail Group, parent company of Dressbarn, Lane Bryant, Maurices, Ann Taylor, Loft and Lou & Grey.