Dive Brief:
- To further enhance its profile as a one-stop DTC retailer of bridal fashions, Azazie launched a collection of shoes and bags, according to a press release sent to Retail Dive.
- Designed to match outfits for weddings and other major occasions, the footwear collection is comprised of 25 styles in a variety of colors plus nine unique bag silhouettes, with all items priced under $70.
- The move to expand Azazie’s offerings and increase market share comes as legacy brand David’s Bridal filed for bankruptcy again earlier in April.
Dive Insight:
The Azazie footwear collection includes silhouettes ranging from square heels and wedges, to closed-toed and embellished with gems in a color palette of white, blue, black, gold and silver. Materials used on the shoes and bags include satin, chiffon and PU vegan leather.
In addition to its launch of footwear and bags, Azazie recently expanded its selling territories to include Canada, Europe, Mexico and Australia, according to Chief Marketing Officer Ranu Coleman.
“Our decision to expand into different categories and internationally was because of customer demand,” Coleman said. “We've received consumer feedback and conducted surveys that indicated our customers were looking for us to expand into these categories so they could purchase everything from us directly.”
Founded in 2014 by CEO Charles Zhong, Azazie first began creating and selling bridal gowns and related accessories, and later expanded to include shapewear as well as cocktail and party dresses through a partnership launched this past December with Kendall + Kylie.
The privately held Azazie experienced no slowdown during COVID, as it was able to quickly adjust its offshore production to locations outside of China when factories shuttered. Total sales revenue for 2022 increased 130% year over year from 2021, while 2021 revenue saw a year-over-year jump of 180%. Azazie is selling its collection of dresses this year at a clip of 5,000 per day, Coleman said.
Although a number of DTC fashion brands have opened brick-and-mortar locations or partnered with retailers as a way to extend their footprint and accommodate consumers who are venturing out into stores again, Coleman said Azazie will remain a pure-play brand for now.
“Several consumers, especially younger customers, prefer to shop online,” she said. “Today’s consumer doesn’t want to feel the pressure of a salesperson telling them what they should buy. They would rather be with their family and friends at home, enjoying the experience on their own terms.”
Azazie offers brides the option of a try-at-home program for up to three dresses. The company has sizes ranging from 0 to 30 and takes custom orders.
