Dive Brief:
- In pursuit of a younger customer base, the Kendall + Kylie brand has partnered with Azazie, the direct-to-consumer bridal brand, to introduce a party and cocktail dress collection, according to an emailed announcement to Retail Dive.
- The collection features ten styles ranging from cut-out and lace dresses to mini silhouettes. The clothing line will be available until this summer.
- The cocktail and party dresses are priced between $55 to $95 and range between XS to XL in size. Azazie first collaborated with Kendall + Kylie in Dec. 2022 when it introduced a bridesmaid collection.
Dive Insight:
Azazie continues to expand beyond its initial bridal category. Before the brand teamed up with Kendall + Kylie brand, it introduced a shapewear collection, including products that suit V-necklines, strapless necklines and open-backs, in May 2021.
The party and cocktail dress category is a new area of focus, and the company wants to see its expansion.
“Azazie has always attracted a younger customer because of the nature of being in the bridal business and because we are digitally savvy,” a spokesperson said to Retail Dive. “Teaming up with the Kendall + Kylie brand has only amplified and validated our presence among the younger consumer.”
But as Azazie targets younger consumers, the brand faces competition from an industry vet: David’s Bridal. In 2021, David’s Bridal debuted its first Quinceañera label, Fifteen Roses, with dresses priced between $399 and $699. Back in December, the retailer introduced a loyalty program for high school students called Diamond Prom, which lets members receive one point for every dollar spent. Continuing its prom push, the retailer this month opened five new pop-up shops in Arizona, Massachusetts, Missouri, California and Virginia.
