NEW YORK, Sept. 22, 2016 /PRNewswire/ -- dressbarn,
the iconic American retailer with 800+ stores specializing in
affordable fashion for women sizes 4 to 24, revealed their new Fall
2016 brand ad campaign, "More Than A Name." The moving campaign channels all
women and challenges the stereotypes they face every day, a
parallel the brand itself experiences by being judged – and
underestimated – simply on its name.
dressbarn's previous two campaigns focused on shifting
perceptions by boldly poking fun at the brand's name, with high
fashion impact. This fall, dressbarn is using the "More Than A
Name." campaign as an opportunity to debut the brand's heritage,
while tearing down labels that are put on women. "Most women have
experienced what it's like to be reduced to stereotypes. Similarly,
the name 'dressbarn' is only one piece of a much greater brand
story, and this is our time to tell it," said Vice President of
Brand Marketing, Stephanie
Garbarini.
The brand uses the "more than" sentiment to relate to women in
an authentic way. dressbarn celebrates all women and aims to
eliminate the terms that often improperly define them — whether it
be a mother, a wife, a divorcee, a pretty face, etc. The campaign
is rooted in bold statements such as: "more than an age",
"more than a size", "more than a dress" and "more
than a name". The campaign stars two women who are notably
'more than'... model, designer and body activist, Ashley Graham, and model, entrepreneur and
actress, Veronica Webb.
"I'm a reminder that you should never let anybody tell you 'no'
or tell you what you're capable of, because I have achieved and am
still achieving what was seemingly impossible," said body activist,
designer and model, Ashley Graham.
"What the 'More Than A Name.' campaign means to me is that women
are more than their exterior, women are more than just one
thing...We're all so different and should celebrate that."
dressbarn expands on the "More Than A Name." campaign by
embracing its meaningful heritage and educating consumers through
their digital and in-store channels. As Garbarini explains,
"dressbarn was created for women, by a woman, Roslyn S. Jaffe, in 1962. She was inspired to
create a one-stop-shop for busy women, giving her fashion and value
she couldn't find anywhere else... but it needed a name. She had a
simple solution; the first spoke to women and femininity...dress,
the second spoke to value...barn. The simple solution still stands
true today and that's why we are proud of our name, because she
gave it to us."
The imagery features dressbarn's newest fall sportswear
collection, roz&ALI, and dresses featured from the brands
designer collaborations, LUXE by Carmen
Marc Valvo and BEYOND by Ashley
Graham. Product is respectively priced from $30-$70 and will be available in stores and
online September through November.
Shot by fashion photographer Sebastian
Kim at Pier 59 studios in NYC, the campaign features models
Ashley Graham, Veronica Webb, Roxanne
Gould, Marquita Pring,
Ginta Lapina, and Christina Krause, and is styled by Karen Kaiser. The campaign will span across
dressbarn stores and digital channels, as well as billboards,
public transportation (including buses and subway take-overs in
New York City, Chicago and Boston), digital TV, partnerships and
print.
About dressbarn:
dressbarn, a division of Ascena
Retail Group Inc. (NASDAQ -- ASNA), is an omni-channel
specialty retailer with over 800 stores, featuring its own line of
women's casual, wear-to-work and special occasion apparel at great
values, in sizes 4-24. dressbarn is focused on creating meaningful
customer experiences through fashion adventures, style solutions,
relevant choices and personalized service.
Photo -
http://photos.prnewswire.com/prnh/20160921/410555
Logo - http://photos.prnewswire.com/prnh/20160921/410554LOGO
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SOURCE dressbarn