Dressbarn rebrands themselves as Roz & Ali
Another day, another company revamp. This time it is the plus size staple company Dressbarn. Originally started in 1962 as a discount clothing store. Through the years, it has come to be one of the few places plus size women could count on to provide clothing up to sizes 24 and beyond. Now? They are moving in a new direction.
Dressbarn is now aiming to rebrand with a new name and a new look. Roy and Liz is Dressbarn's answer to a push for the ever growing luxury/boutique industry. According to Dressbarn's CEO George Goldfarb, Roz & Ali "is fashion designed with our customer in mind — a place where the entire experience is hers for the shopping.” This will include not only the boutique look, but experience like in store stylists more curated styles. They have already rolled out in 11 states and will be finalized by April 2018. The reception remains to be seen.
I must say that I am presently surprised with this recent revamp and I can't wait to see how they will fully change their format. This new change, in my honest opinion, is much needed and overdue. This is just one of many revamps in the staples we have come to count on as plus size staples. What do you think of this revamp? Let me know in the comments below.