Dive Brief:
- David's Bridal on Wednesday announced the launch of a collection of ready-to-wear dresses dubbed the Little White Dress Boutique, according to a company press release.
- Little White Dress Boutique is focused on casual styles for events like "minimonies" (a small wedding celebration) and backyard weddings. The line starts at $90 and includes apparel for brides to wear to events surrounding their wedding day including bridal showers, rehearsal dinners and bachelorette parties.
- The collection will be carried in all of the retailer's stores and online. Select styles are available to view in 3D and augmented reality, according to the company announcement.
Dive Insight:
In an era of social distancing, the nature of weddings has changed.
Bridal has traditionally been a high-touch segment of the retail industry. The onset of COVID-19, though, changed both shopping and the nature of weddings, which were suddenly beholden to local government restrictions around the number of people allowed to gather.
Couples turned to Zoom to conduct weddings, have gone to the courthouse, have held backyard events and have pivoted to paired-down versions of celebrations. The retail segment, in turn, has had to adjust both its product offerings and services.
Many, like David's Bridal, have revamped digital efforts. In October, the retailer brought 3D and AR visualizations of its best-selling dresses to the website. The company introduced virtual stylist appointments and a concierge chatbot, Zoey, in 2020 as well.
"A key focus for us this year has been on reimagining our brand architecture and exploring niche opportunities to expand our product offering to our customers," Chief Merchandising Officer Nancy Viall said in a statement.
Apparel as a category has taken a financial hit during the pandemic, with large portions of the workforce operating from home. In response, consumers have shifted daily wear to focus on athleisure and loungewear. The Little White Dress boutique collection addresses the casualization trend for brides by providing "an array of lengths and alternative silhouettes," according to the company.
