David’s Bridal Retools for the Millennial Age

  The bride wore embroidered lace.  David’s Bridal wants brides to say yes to the dress — again and again. When David’s Bridal filed for Chapter 11 bankruptcy protection in 2018, the chain was held up as an example of a traditional brick-and-mortar retailer losing touch with consumers and their shifting shopping preferences. Other forces were disrupting — and continue to roil — the bridal industry, including upstart digital brands such as Floravere and Brideside, which offer brides a more convenient way to try and buy gowns. Couples delaying marriage, a decline in weddings and frugal Millennials also took their toll on the $3 billion bridal industry. James Marcum, the newly installed chief executive officer of David’s Bridal, is aware of the brand’s history and baggage. “To a certain extent the customer changed and we didn’t change with her,” he admitted. “David’s became too conservative,” he said, after the company’s presentation on the first day of New York Fashion Week: Bridal. “People didn’t want to take risks. This year, we have 27 new core styles for January, compared to 12 last year, and nine the year before.” Prior to the filing, David’s set itself up to disappoint customers and built a bad experience, Marcum said, explaining

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD https://ift.tt/2AMbqjz