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Name Change for The Dress Barn?

One strong possibility for the Ascena Retail Group division is Roz & Alli, a new label introduced this spring.

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LOOKING FOR A CHANGE: The Dress Barn division of the Ascena Retail Group Inc. is considering changing its name, possibly next year. With about 840 stores selling casual, career and special-occasion apparel and accessories at value prices for women ages 35 to 55, Dress Barn is widely recognized and the business is good. But there’s also realization within the ranks that the Dress Barn name doesn’t exactly evoke the most flattering fashion image. One strong possibility for the name change is Roz & Alli, a new label introduced this spring at Dress Barn with maxidresses. In all probability, the label will grow to other categories and classifications. It wouldn’t be the first name change at the company, which was formerly called Dress Barn Inc. until converting to Ascena Retail Group in January 2011. Last month, Ascena acquired Charming Shoppes, operator of the Catherines, Lane Bryant and Fashion Bug chains, opening up other possibilities for name changes. Ascena also operates Justice and Maurices, as well as Dress Barn.