For those of us who've been lamenting the American mall crisis, which sees retailers entering bankruptcy and teen apparel stores dealing with sluggish sales, here's a piece of positive news — women's retailer White House Black Market is launching an online wedding and event boutique! While the digital boutique won't actually push customers into brick and mortar stores or in-peril malls, it is definitely a modern way for the brand to attract more customers, something many other retailers are struggling with.
Anyone who has shopped for a wedding or event outfit knows the sort of blood pressure-raising stress it entails, from searching for the right shoes to snagging a proper necklace, suitable earrings, or the perfect handbag. Finding coordinating pieces can but such an exhausting endeavor. Enter this WHBM boutique. It's a one-stop shop launching on January 26 that will take the guesswork out of searching for an event outfit (i.e. an ensemble for a wedding or some other fancy outing). The online boutique will sell specific dresses along with coordinated belts, shoes, and accessories, making it super easy to put together a cohesive look.
Here, you can click, point, and breathe a maaaaaj sigh of relief. It's almost like one of those bed-in-a-bag deals. No, really! Everything is coordinated and in one place, and if you are short on time, you still shop stylishly and eliminate the guesswork. I'm not comparing fashion to duvet covers or pillow cases, nor am I suggesting that anyone would or should throw an event outfit together in no time. But anything that makes the process simpler and more fashionable is desirable.
The boutique collection will include the brand's Genius dress, a convertible piece available in several seasonal colors, as well as the signature black and white, because duh. It also comes in two lengths, which are gown length and the Fit and Flare silhouette, pictured above in all its adorbs-ness. The styles are versatile and can be worn in multiple ways (and in multiple fancy-dress situations).
So, it's an investment piece with an under $200 price tag that will serve a bunch of purposes! The aforementioned coordinating sash belts, shoes, and accessories, which were crafted to pair with this particular collection, are also available in the boutique. This way, you can customize your look without spending hours perfecting it.
That's happiness, no?
The brand is also offering free shipping and returns in the U.S. for the dress, so you can shop without concern or stress.
Brand president Donna Noce explained why the White House Black Market has launched this boutique, saying, "We know that women have been coming to us for years, to dress their bridal parties and for special occasion dressing, so introducing a special collection was the natural next step for us. As a lifestyle brand, we are thrilled to be able to now offer her a category that she has been asking for."
Ask and ye shall receive, fashionistas!