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Since joining Dress Barn two years ago, chief marketing officer Lori Wagner and her team have been quietly working on revamping the brand. How do you take a strip-mall, value-oriented chain and believably refresh its image as a chic-yet-affordable option for women in the 35- to 45-year-old set?
You focus on the dress, according to Wagner. And that's exactly what the 53-year-old brand has done. This week, it's rolling out several design collaborations for its dress section, or Dressbar, as the brand calls it.
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