Dive Brief:
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In an ongoing bid to improve its wedding resources and services, David's Bridal is launching its own 24-hour YouTube Live channel to provide wedding planning resources and content, the company announced on Tuesday.
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The YouTube Live channel will accept submissions and feature content from couples, photographers and vendors such as The Pros Weddings, George Street Photo & Video, B. Bryant Films and Jake Austin Films, per the announcement.
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The retailer plans to continuously update the streaming channel with videos and content that will provide "around-the-clock inspiration" for viewers.
Dive Insight:
The David's Bridal YouTube channel launch is part of the retailer's overall modernization efforts. As the COVID-19 pandemic put weddings on hold, the company continued to release a range of digital services and perks, including virtual appointments via Zoom, AR and 3D dress shopping, a loyalty program and installment payments with Affirm.
The YouTube channel launch is also the retailer's most recent foray into inspirational wedding content. Last October, the company acquired the Rustic Wedding Chic site, which publishes wedding photos, wedding planning articles and other resources.
"This, literally, is a 24 hour a day video channel full of love, joy, beauty, families, friends, and happiness," said Kelly Cook, chief marketing and IT officer at David's Bridal. "We found ... that women are looking for inspiration all the time — including in the middle of the night — and wedding videos are their faves."
The pandemic has been difficult for wedding retailers overall, which is traditionally a high-touch section of the industry. However, in addition to the digital enhancement, David's Bridal is also preparing for the return of in-person weddings with new funding and products. The retailer recently introduced a Quinceañera label, partnered with Betsey Johnson to create a shoe collection and unveiled its Little White Dress Boutique focused on casual weddings and ceremonies.
Earlier this month, the company closed on a $70 million term loan to support its operations and other corporate needs.
