Dress Up

Dress Up is a women’s clothing boutique chain that began in Dahlonega, Georgia in 2009 and now sells online and through storefronts across Georgia, Florida, South Carolina, Tennessee and Alabama. The catalogue covers dresses, tops, denim, bottoms, shoes, hats and jewellery, with most pieces priced between $20 and $60. Built on Shopify, with Shopify POS behind the physical stores.

Website Design

Blush accents on white. The base is white with near-black text, offset by a blush accent and a pale pink section ground. One recurring band uses a muted mauve behind white type, and borders are set in a light grey, so colour arrives in flat panels rather than as decoration.

Figtree headings, Karla body. Headings run in Figtree and body copy in Karla, both sans, with navigation at 14px and button labels at 12px. Body text is scaled down from the 14px base, which keeps product cards compact and lets the grid run six across.

A mega menu carrying the merchandising. Thirteen top-level items open into multi-column panels. Dresses alone splits four ways, into Shop By Length, Shop By Trend, Shop By Style and Shop By Colour, and Sale splits into category and price.

Shopping Experience

Quick Add on every card. Product cards carry the name, price, colour swatch labels and both a Quick Add and a Quick view control, so a size can be chosen without leaving the grid.

Price bands treated as categories. The Sale menu lists Under $38, Under $29, Under $20, Under $15, Under $10 and Under $5 as navigable collections, alongside New Markdowns and Last Call.

Product pages built around fit. Each listing carries a bulleted construction spec, fibre content, care instructions, garment measurements in inches for every size, then a model block giving the model’s name, height, size worn and bust, waist and hip measurements.

Store pickup alongside shipping. The announcement bar states free shipping over $79, the homepage offers buy online and pick up at a store near you, and product pages carry a pickup availability check.

Brand Storytelling

Locality used as merchandising. City Customs collections are named for the towns the stores sit in, from Destin and Savannah to Suwanee and West Cobb, and Game Day splits into Georgia, Atlanta and Tennessee.

Newness as the pitch. The site states new releases two to three times a week and over 75 new styles every week, and New Arrivals holds the first nav slot and the first homepage row.

A stated mission alongside the merchandising. The about page sets out a founding story built on frustration with mall retail, then states a mission to show the love of Christ and help women realise their worth, under the line LOVE PEOPLE. LOVE CLOTHES.

Notable Features

A store directory grouped by state. The Locations page lists all seventeen shops under state headings, each with its own detail link.

Extended sizes as a separate route. An Extended Styles menu breaks out dresses, tops and bottoms, rather than leaving extended sizing to a filter.

Occasion collections in the nav. Sorority Rush Outfits, Back To School, Bridal, Faith Collection, Mom + Me and Wedding Guest Dresses are treated as navigable categories rather than seasonal edits.