GOODLETTSVILLE, Tenn. — Dollar General Corp. has revamped its bobbie brooks women’s apparel line, and is relying on its employees to show off the new looks to consumers.
Dollar General Corp. has revamped its bobbie brooks women’s apparel line, and is relying on its employees to show off the new looks to consumers.
The clothing line has been refreshed and energized for fall, says Dollar General chief merchandising officer Todd Vasos, who calls the move part of the retailer’s ongoing transformation.
"Over the last couple of years we’ve really set out to rebrand Dollar General — everything from the appearance of the store and the in-store environment to the products on the shelves," Vasos says. "We’ve redressed and reformulated our private brands on the consumables side, as well as our nonconsumables offerings in home, domestics and seasonal. The next step was the rebranding of our apparel lines, and bobbie brooks for women is really the cornerstone of that."
The company notes that the bobbie brooks line includes casual attire, active wear, denim and shape wear — all priced under $16. The line’s signature piece is five-pocket stretch jeans starting at $12 a pair.
"The bobbie brooks brand relates to women by celebrating their beauty with styles that are affordable, comfortable and accessible to women of all ages and sizes," Vasos comments, describing the collection as offering fashion basics that are contemporary and relevant to consumer’s tastes and needs.
The new clothes are being showcased in advertising and other promotional materials that star Dollar General employees.
"Our employees are one of our strengths at Dollar General," Vasos says. "And our store employees are our customers — it’s the same demographic. So what better ambassadors could there be for this line? When we started looking for the faces of bobbie brooks, we thought it only natural that we go right to our stores, distribution centers and our store support center here in Goodlettsville, Tenn."
The models are winners of an employee model search that drew more than 600 applicants. They include store associates and an assistant store manager.