Homecoming is an important event for most seniors and Alexandra Wenger remembers how wonderful hers was 2 years ago. She remembers being asked to the dance by a boy, boogieing to music on the dance, floor and completely letting go at the after-party. One of her fellow students had even brought their Washington fake ID so she was able to get her first taste of alcohol! There was only one thing that left a mark on the festivities and that was the dress she was wearing…
Like many other teenage girls, Alexandra Wenger searched and searched for just the right dress for the big night. She drove from Cumberland County all the way to Philadelphia to find the long, leopard-print dress that she coveted. There was no chance someone else would wear it to her junior year homecoming court celebration at Cedar Cliff High School in Camp Hill. It was the perfect dress, she remembers.
When she arrived at school for her formal in the fall of 2008, she was shocked.
“Apparently another girl thought it was the perfect dress, too,” says Wenger.
In a dubious scene of duplication that has played out as long as there have been teenagers, Wenger discovered a business. As part of her senior project, Wenger built DressDibs, a free website that helps teens to eliminate that “Oh no, she’s wearing my dress” fear. The site, launched in May just in time for prom season, enables users to post photos and descriptions of the dress they’re wearing to their proms, homecomings and other formal affairs.
Many dress shops keep tabs of who’s buying what, but teens are more mobile and there are more shopping options than ever, so Wenger saw a need for a more useful solution. The site includes links for shoes, bling, and other accessories, as well as fashion tips and a focus on DonateMyDress.org, a national network of organizations that collects and distributes formal dresses for those who can’t afford them.
For Wenger, being dressed for success has taken on a more entrepreneurial meaning, and the recent graduate figures to stand out in whatever crowd she chooses during college.
Keystone Edge (KE): How did you set out to build the site?
Alexandra Wenger (AW): My mom and I had discussed and planned the concept for over a year. When it came time to choose a senior project, we decided to build DressDibs. We created the site’s structure, design and content with the support and help of Chad and Anne Harnish of M Street Associates in Strasburg and Greg Sheibley of 206 Design in Mechanicsburg, and colleagues of my mom in her public relations and communications practice.
I wanted it to be very user-friendly, to make sure uploading photos and using the site wasn’t difficult. I also didn’t want it to just be “post your dress online.” Throughout the process we were collecting links for websites and different stores we think would be good for girls to know about so they had something else to look at, like where to get a clutch or how to do their hair.
KE: What was your biggest challenge?
AW: I didn’t realize how time-consuming making the website would be and how much work it would be. It really came down to the wire getting it done for this prom season. Everyone that does a senior project has 80 minutes within a school day to work on it. Every day I came to my mom’s office and we worked and worked. I did a lot more than 80 minutes per day. We worked evenings and weekends for more than a year. It was like a part-time job. I was actually president of the Key Club, on Student Council, was a class officer, on the student advisory council, played on the boys golf team, skied in the winter, ran track in the spring. It was a lot, but somehow managed to get it done.
KE: What was the initial reaction like?
AW: I was excited. My friends and I have talked about this and everyone sort of was on the same page. They wanted to make their night as special as possible. I figured we’d get a lot of positive feedback and we did. We’ve had thousands of hits, from as far away as Denmark. We’ve had 74 articles or mentions in the U.S. fashion and business media as well as some local ones. Everyone has been very supportive. And there weren’t any duplicated dresses at this year’s prom.
KE: So what’s next for the site, and for you?
AW: We’ve been thinking lately that we’d like to allow girls to buy and sell dresses on the site for a small fee, a listing fee kind of like eBay does. We’re not sure how that would work, but we’d like to do it. It’s all been a lot of fun. Working with my mom definitely makes me want to follow in her footsteps, maybe not exactly like her PR focus but along those lines. I start summer session at Penn State soon. I’m leaning toward majoring in business, marketing, PR or advertising.
Mom and I will still work together at night and weekends and communicate on email to keep the site up to date and answer emails. We would like to get outside investors or partners. We’re also looking into advertising revenue but don’t want to bombard people with ads. The site is continuing to get publicity. Our next big wave of interest should hopefully come around the time of homecoming in the fall.
Joe Petrucci is managing editor of Keystone Edge. Send feedback here.
To receive Keystone Edge free every week, click
here
