Dive Brief:
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Eloquii announced a collaboration with plus-size bridal retailer Ella & Oak to introduce a tour of bridal pop-ins from February through May at Eloquii locations in Atlanta; Washington, D.C.; New York; and King of Prussia, Pennsylvania.
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Beginning in Atlanta on Feb. 28, shoppers can browse for products for their engagement party, bridal shower, bachelorette and wedding day itself during the pop-ins. Consumers are encouraged to book an appointment for their bridal party to take part in a 45-minute, VIP appointment with an Ella & Oak stylist, according to the company statement.
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During the tour, Ella & Oak will also be scouting for their next bridal model, who the brand will feature in its latest collection and who will name a future gown, per the Eloquii statement.
Dive Insight:
Overall, it's an odd time for the wedding retail sector. As more traditional retailers like David's Bridal try to keep up with digital competitors like Zola, couples are getting married later in life and would rather fund a home down payment than a dream wedding.
At the same time, many retailers have failed to address the plus-size market, and some of the retailers attempting to cater to that market have struggled to do so. Plus-size retailer Avenue filed for bankruptcy last year, and M.M.LaFleur announced recently that it will scale back on its plus-size options. Ascena Retail Group, which owns plus-size retailer Lane Bryant, has faced sales declines in 2019, reportedly considered selling Lane Bryant and shuttered Dressbarn's physical stores with plans to relaunch as a digital brand in 2020.
The surviving brands looking to cater to the plus market have been partnering with other retailers or rethinking their overall strategy. Eloquii, which Walmart acquired in 2018, has been engaging in partnerships with other like-minded brands like Cosabella, an Italian lingerie brand. Meanwhile, Lane Bryant collaborated with Rochelle Johnson, the influencer behind the fashion blog Beauticurve, and Rue21 is trying to capture the plus-size fast fashion market by expanding its offerings to hundreds of stores.
