May 31, 2013, 2:43 PM

E-retailer FashionPlaytes hires its first research vice president

Dana Stanley will try to figure out how to better engage young shoppers.

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Girls’ clothing retailer FashionPlaytes Inc. has hired its first vice president of research.

The e-retailer—No. 935 in Internet Retailer’s 2012 Second 500 Guide—says Dana Stanley will lead market research and help the retailer gather fashion and brand opinions from its teen and tween shoppers.

Stanley comes from survey software company Survey Analytics LLC, where since October 2011 he’d worked as vice president of marketing, according to his LinkedIn profile. Before that, he was founder and president of market research consultancy The Operandi Group, a position he held since early 2009. Among his other jobs was senior director, client development, for Greenfield Online, another market research firm; he worked there from April 2000 until August 2005. FashionPlaytes CEO Dean Wiltse led that company while Stanley worked there, the apparel e-retailer says.

“We’re very pleased to welcome Dana to lead our market research programs,” Wiltse says. “As our community continues to grow, FashionPlaytes has emerged as the only platform to connect brands directly with girls. Dana will help FashionPlaytes become a strong partner for brands positioning themselves for success with this elusive tween girl market segment.”

At next week’s Internet Retailer Conference & Exhibition 2013 in Chicago, FashionPlaytes founder and president Sarah McIlroy will speak in a session entitled “Beyond Click, Search and Buy.”

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