Dive Brief:

• In the latest in a flurry of announcements and initiatives since the start of the pandemic, David's Bridal on Tuesday announced the launch of its first Quinceañera label, Fifteen Roses, according to a company press release. 
• The retailer said it was responding to a void in the market for value-focused Quinceañera apparel by offering an assortment of gowns priced between $399 and $699. 
• Fifteen Roses, which ranges in sizes from "Missy to Plus," is currently available at the retailer's website and select stores. The company may expand the label to the entire chain and add category extensions depending on consumer demand. 

Dive Insight:

David's Bridal aims to develop a lifetime customer and hopes that entering the Quinceañera market will be another avenue to introduce young customers to its brand. "From her Quinceañera to her prom and the day she walks down the aisle, David's Bridal will be her go-to destination for all life events," the retailer said. 

There are about 525,000 Quinceañeras in the U.S. every year, according to 2019 data from Mi Padrino, with the average cost totaling over $21,000. With gowns for the event typically priced around $1,000, according to David's Bridal, it gives the retailer room to position itself at a value price point without having to compromise details, like handcrafting. 

"As a planner for weddings and events such as Quiñceañeras this is a breath of fresh air," said Cynthia Najares, planner, creative coordinator and logistics manager at For All Time Events, in emailed comments. "David's Bridal's line for Quinceañera gowns signifies an experience that will now be magnified all throughout the country. A special moment of becoming a bride is similar to our experience of becoming a woman. A coming of age tradition is now a moment young ladies will get to enjoy with their families and close friends without spending so much money for custom items." 

As with its other apparel, gowns from the Fifteen Roses collection can be customized and altered by in-house specialists. Shoppers also have accessory options such as gloves, tiaras and jewelry. 

"Our customers have asked us for a Quinceañera collection for some time now," said Nancy Viall, chief merchandising officer at David's Bridal. "Our team of incredibly talented designers and merchants spent months carefully crafting this label to make sure we got it right before bringing it to market." 

The onset of COVID-19 put many weddings on hold, or at least downsized them as celebrations were suddenly beholden to local government restrictions around the number of people allowed to gather. The same trajectory happened to Quinceañera parties, as many families had to either cancel or postpone the cultural tradition due to precautions regarding the healthcare crisis. 

David's Bridal, in a short time, developed other initiatives and services in response to a pullback in events. It recently debuted a collection of ready-to-wear dresses dubbed the Little White Dress Boutique focused on casual styles and smaller celebrations. This past fall, the company brought 3D and AR visualizations of its best-selling dresses to its website, and the company introduced virtual stylist appointments.