David's Bridal launches ready-to-ship bridesmaid dress collection

Dive Brief:

David's Bridal on Wednesday announced a new guaranteed in stock and ready-to-ship bridesmaid dress collection, according to a company press release. The collection is available in a variety of styles and colors in size 0 to 30W.
"[T]he retailer guarantees the fastest bridesmaid dress lead times in the industry," the company said in a statement. The bridal retailer has over 300,000 dresses in stock and ready to ship.
Customers can filter their search either in store or online through "guaranteed in stock and ready to ship," due to the bridal retailer's real-time access to inventory availability.

Dive Insight:

David's Bridal wants to take some of the anxiety out of wedding planning by ensuring the availability of bridesmaid dresses.

"With our Guaranteed in Stock and Ready to Ship solution, we can eliminate added stress and concern around shipping delays or inventory availability," Nancy Viall, chief merchandising officer for David's Bridal, said in a statement. "Coupled with our vast on-trend product assortment, we guarantee customers will find their dream dress and have it on hand when they need it."

The company's own internal reporting shows that consumers are currently planning much shorter windows between engagement and events. That means reduced lead times to obtain wedding apparel.

"The announcement by David's Bridal to guarantee inventory is capitalizing on a general concern around supply chain issues, as the traditional route of buying dresses at a bridal boutique comes with some expected wait times," Karen Cleveland, co-author of "The New Wedding Book: A Guide to Ditching All the Rules" said in emailed comments to Retail Dive. But, Cleveland said, there is also an opportunity to think about purchasing wedding apparel that isn't impacted by supply chain issues. That may include employing other methods of obtaining in-stock dresses through samples, off the rack, local designers, designer resale, consignment and vintage, she said.

During the height of the pandemic, the wedding industry took a hit as people pulled back, or outright canceled, events in order to slow the spread of COVID-19. The high-touch bridal industry suddenly had to figure out other ways to reach customers as events got smaller or were delayed.

David's Bridal responded in a number of ways, including launching virtual bridal shopping experiences so shoppers could view best-selling dresses via 3D and AR visualizations. The retailer introduced virtual appointments via Zoom so stylists could assist brides and bridal parties remotely. It also launched its own YouTube Live channel to provide wedding planning resources and content, and unveiled a loyalty program.