On a sunny morning in 2019, I read that Dress Barn would be closing. To be honest, it meant absolutely nothing to me. It was my wife who let out a quiet scream of concern, “I have a few sweaters and tops from Dressbarn that I absolutely love.”
The article reminded me that this establishment has (had) been in business for over 50 years. The culprit came as no surprise. Online shopping and Amazon in particular as well as a well-known discounter known for their red target were the primary culprits.
I have been known to be seen strolling aimlessly down an aisle or two of Targets on a Saturday morning, and I am a Prime Member of Amazon. I toss no dispersions in either direction. That is not my message today.
The entire shooting match, after 50 years of customer satisfaction and presumably healthy profits, is closing its doors—lock, stock, and barrel. Not merely a handful of unprofitable stores…. all of them …. 650 in total. Don’t you find that to be interesting? Or if you are like me, sad.
I am not here today to list all the things Dressbarn might have done wrong. I am not going to play Monday Morning Quarterback and pretend I know how they could have punched their cash registers for another 50 years. Rather, I am going to steer the next couple of paragraphs towards you and your immediate future.
First of all, let me make it abundantly clear that yesterday’s success does not guarantee a bright future. Today, more than ever before, we are all working in a “what-have-you-done-for-me-lately?” You, me, he, and she must earn our wings daily … with each client … with every new transaction.
Dressbarn is but one example of a once well-respected company going out of business after years of exemplary service. The reason for their decision to fold their tent was blamed on the ever-present competition. That should come as no surprise to you, as we all are facing the same challenges as the years unfold. We simply cannot let our guard down, even for a moment, if we have plans to celebrate another business anniversary.
Let’s both take a lesson from Dressbarn. Let’s make it our business to keep our doors open for many years to come.
Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club, mike@mikemarchev.com.
*** You want more to think about? Check out my weekly podcast (Miked Up Marchev). Also listed on Spotify, Apple Podcasts, Google, and iHeartRadio.
