David’s Bridal adds ‘hundreds’ of bridesmaid dresses under $100

Dive Brief:

To reach another customer segment, David’s Bridal has unveiled three new pricing tiers for its Celebrate by DB Studio bridesmaids collection.
Available online and in-stores, the dresses in the collection are priced at about $99, $110 and $130, with “hundreds” of dresses priced under $100, the company said.
To help customers choose their looks, the retailer will let brides take home three bridesmaid color swatches during their bridal appointments.

Dive Insight:

David’s Bridal said it released more accessible pricing tiers to appeal to price-conscious brides and bridesmaids. The retailer's market research found that price was one of three main purchasing factors for shoppers, in addition to color and vision.

In recent years, David’s Bridal has expanded its offerings to reach customers across various categories. In April 2021, the bridal retailer debuted its first Quinceañera collection dubbed Fifteen Roses, with dresses priced between $399 and $699. The company also partnered with Little Tuxedo to provide children’s wedding attire, per a September 2022 press release.

Turning its attention to eco-conscious consumers, David’s Bridal this year introduced an eight-piece wedding gown collection made partially from recycled fibers such as nylon and polyester. The collection is priced between $299 and $599 and features details like beadwork, lace and plunging or sweetheart necklines.

The retailer has also been working on its digital presence. David’s Bridal in January created its Pearl by David’s platform, where shoppers can watch wedding advice content, find wedding vendors and use their loyalty incentives to get discounts on select products. In addition to a free tier, the retailer is charging vendors $49 per month and $119 per month for access to other perks of the platform.

The company is building out loyalty through a relatively new rewards program as well. In February last year, David’s Bridal announced that more than 1 million customers had signed up for its Diamond Loyalty Program after it launched in December 2021.