Dive Brief:

• David's Bridal promoted Lizzy Ellingson to the newly created chief digital experience officer position, the bridal retailer announced on Friday. She will report to Kelly Cook, David's Bridal's chief marketing officer, per the company statement. 

• Ellingson will oversee the retailer's omnichannel initiatives including new planning tools, AI capabilities and website updates, according to the company. 

• Prior to joining David's Bridal, Ellingson was the co-founder and chief product and design officer of Blueprint Registry, a digital registry and website builder aimed at millennials that David's Bridal acquired in 2018.

Dive Insight:

Back in May, S&P Global downgraded David's Bridal's credit rating into junk territory because the company's performance "remained significantly weaker than anticipated" following its bankruptcy. But the company also recently received $55 million from its lenders to fund growth investments. 

Waning interest in the retailer may in part be due to larger industry trends. With younger people waiting longer to get married and a possible economic slowdown on the horizon, the overall climate surrounding marriage has changed. Business at bridal stores has declined over the past five years as "the falling marriage rate has clashed with a strong macroeconomic climate," according to IBISWorld. 

In a company statement, Ellingson mentioned that as the brand worked to create a seamless customer experience, it would also incorporate occasions including prom, anniversaries and other special events. 

"When we think about everyone who wants to seize the moment with the perfect dress, we think experience, we think digital, we think magical moments," Cook added.