Many of you probably recognize
eDressMe.com as THE place to go for the biggest selection of dresses anywhere on the web—but did you know the site began as a Tango dress store? As a tango-dancing enthusiast,
Joanne Stoner found it difficult to find dresses for the sport, so she started the website www.edressmetango.com. Fueled by her passion for dresses and encouraged by the company's success, the Harvard MBA grew the company to include all types of fabulous frocks, making eDressMe.com the leading online retailer for dresses. As the company celebrates 7 years in the biz, I had the opportunity to interview Joanne, who sheds light on what makes dresses so timelessly irresistible, the must-have styles for summer and more.
BB: Dresses have seen a surge in popularity over the past few seasons. Why do you think that is?
JS: I think it is simply because dresses today have become so functional and versatile for everyday wear. It is a simple, statement piece that embodies and defines who women truly are. With the wide array of styles we have in present day, the everyday woman can now showcase her unique style, femininity, personality and body type.
BB: We all know every woman needs an LBD in her closet. What are some other essential dress styles every woman should own?
JS: Some other wardrobe must haves include a sheath cocktail dress, a shift dress and a versatile day dress.
BB: Some say hemlines can be used to gauge the state of the economy, that is to say, shorter skirt lengths appear in good times while longer lengths appear when times are tough. Any truth to that?
JS: Yes, there is some truth to that historically. Back in the early 1900s, economist George Taylor conceived the hemline index, finding that skirts got longer as the economy slowed. And during the pre-1920 economic crash, flapper hemlines were found to fall below the knee and later to the ankle in the Great Depression 1930s.
These days, I do think that the hemline index is not as indicative and accurate as how it used to be. Some good examples that have prove otherwise include bright, juicy color bodycon dresses, microscopic mini-skirts and short parachute dresses that have been flocking the fashion scene this season.
BB: What are some of the most popular brands for dresses under $100 at edressme.com?
JS: For those who would like to get the latest looks for less, you may like have a look at our top under $99 brands like Kitty, Chaudry, eDressMe Private Collection and T-box.
BB: When should a woman save on a dress and when should she splurge?
JS: As cliché as it may sound, I personally believe classics, like LBDs and sheath dresses are always worth the splurge. I tend to think of them as "long term investments".
Unlike timeless classics, trendy pieces lack staying power in the wardrobe. Hence, it's best to splurge on them in moderation. Invest in a few good pieces of trend-worthy dresses each season and as for everything else that is currently in trend, you may be better off looking for a steal or fashion bargain.
BB: What are the top dress trends for summer 2009? What should we be on the lookout for in the fall?
JS: Some of 2009 summer staples include maxi dresses, denim dresses, asymmetric dresses, strapless ballerina dresses and romantic ruffled dresses.
Fall 2009 is all about back to basics, with greater emphasis on clean, simple yet pronounced silhouettes. One shoulder dresses, big shoulder jackets and blazers, big accordion pleat neckline cocktail dresses as well as strapless ruffled dresses are some wardrobe essentials this fall. Styles featuring black, white, sheer, monotone fabrics and plaids are also safe bets in this upcoming season.
BB: What would you like budget shoppers to know about edressme.com that they might not know?
JS: Here at edressme.com, it is our goal to cater to the needs of everyday women. It is in our interest to provide our customers of-the-moment style and versatility at affordable and reasonable price points. And this summer, we have dedicated more time and effort in bringing bigger and better deals and discounts right at their finger tips. We constantly update our summer sale page to ensure that our customers have a wide variety of fresh, current styles to choose from without feeling the pinch.
To hear Joanne talk more about the history of her company and get an inside look at eDressMe's New York City headquarters, check out this video.
