Dive Brief:

• In its latest offering amid a flurry of announcements, David's Bridal on Thursday announced that it partnered with fashion designer Betsey Johnson on an exclusive shoe collaboration, according to a company press release.
• The collection includes five styles, including pumps, flats and platform sneakers, all priced under $90.
• The products are available at select David's Bridal stores and on the retailer's website.

Dive Insight:

A co-branded, exclusive collection with Betsey Johnson is the latest move from wedding retailer David's Bridal to offer brides additional, modern choices through its products and services.

The company has had a number of announcements over the past year. It recently furthered a partnership with The Black Tux — a service that promises to "create a one-stop shop experience" for customers who want to rent or purchase tuxedos and suits. Earlier this month, the company launched a collection of ready-to-wear dresses dubbed the Little White Dress Boutique, which focuses on casual styles for events like "minimonies" and backyard weddings.

The company has also debuted tech where customers can view best-selling dresses on its website via 3D and AR visualizations, enabled virtual appointments via Zoom and introduced a host of digital wedding planning tools including a vision board, an interactive wedding checklist and a customizable website.

Weddings have gone through a transformation due to COVID-19. Health and safety protocols, which were enacted to slow the spread of the health crisis, meant that couples found themselves either pulling back on, delaying or flat-out canceling wedding events. It also meant that the high-touch market of wedding retail went through a dramatic shift as it tried to accommodate changes and new safety protocols.

Yet, even prior to the pandemic, the industry was one of the most disrupted markets in retail as many Americans delayed marriage. Factors including student debt and financial challenges forced younger consumers to prioritize spending and pushed the casualization of the wedding market. 

David's Bridal was on the path to modernize its marketing and tech experiences when the pandemic sped up the company's timeline. Those services "got expedited very, very quickly" said Kelly Cook, chief marketing and IT officer, in a July interview with Retail Dive.