More details: See hereStarting next month the retailer will have its first storefront on Amazon — The Edit by DB Studio — which will include bridal , bridesmaids dresses and special occasion dresses. The diffusion line is geared for younger consumers and is currently only available on the David's Bridal site.
The new approach is being led by chief executive officer Kelly Cook, whose official first day in that role coincides with the launch. But Cook is a familiar executive at the company, having joined more than five years ago as the chief marketing officer and later serving in other capacities.
In the 75 years that David's Bridal has been in business, it has reached 100 million women, she said. Needless to say, brides' preferences have changed with the times, especially how they are planning weddings, Cook said. "Coming out of restructuring," the company tried to keep pace by launching a wedding checklist, a registry, and a Little White Dress collection, according to Cook. With the unveiling of the Edit by DB Studio, next up will be the announcement of its first couture partner.
The Edit by DB Studio became a diffusion brand, because the company wanted to serve some of its unique visitors who were browsing but not buying. In addition to offering high-low styles to its assortment, the company has been making a concerted effort to broaden distribution. In December, David's Bridal teamed with DoorDash to be its first retail partner in the wedding and special occasion sector. "We're selling $1,000 gowns on DoorDash, and our number-one city is Las Vegas," Cook said.
No comments:
Post a Comment