Esri GIS Helps Retailer Ascena Define Distinct Brands

The Dressbarn, Justice, and Maurices Stores Use Spatial Analysis to Reinforce Their Unique Store Experiences

May 21, 2012

Redlands, California—Ascena Retail Group, Inc., is a leading specialty retailer of apparel for both women and tween girls in the United States, Canada, and Puerto Rico. Ascena's dressbarn, maurices, and Justice brands are focused on meeting the needs and preferences of three distinct audiences. To continue tailoring fashion offerings for its growing customer base, strengthen its brands, and more effectively determine the success of retail sites, Ascena is integrating Esri GIS analysis tools, demographic data, and map visualization into its business processes. Esri technology helps Ascena follow a customer centric approach for store development and market planning. It also helps the company identify key demographics and store profiles for each location to stratify and segment the brands. Ascena Retail Group uses GIS to quickly assess the suitability of sites and market potential, streamlining the development process and reducing the cost and time to bring projects to completion.

"Working with Esri is helping our company maintain its distinct market presence across brands and reinforce the specialty store experience throughout its 2,500 locations," says Kevin Ryks, director of financial planning, Maurices Incorporated. "We have found that each brand can be successful in very different and unique types of markets."

Esri spatial analysis helps Ascena quickly assess the suitability of potential store locations and their market potential by viewing possible sites and information about them, such as square footage, what is around them, and the socioeconomic makeup of the community. This analysis is a key element of the ongoing development, evolution, and growth of the brands and store footprint.

"Ascena Retail Group's character and success expresses the same values its founder, Roslyn Jaffe, and her husband defined in the 1960s—a reputation for quality, style, value, and customer service," says Simon Thompson, global director of commercial industry, Esri. "In a world where society and its priorities continually change, GIS is a powerful tool to help Ascena respond to these evolutionary trends."

For more information on Esri and how its GIS technology and data can help retailers, visit

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