The bridal chain's mission has always been to provide women with beautiful wedding gowns under $2,000, but David's Bridal is rebranding in an effort to stop being known as the "Walmart of Weddings," according to the brand's CEO, Pamela B. Wallack (via Racked). Over the past 60 or so years, the company has developed a reputation of being somewhat staid, but that might soon be changing.
While the David's Bridal stores were once a sea of clear plastic garment bags, the brand is now shooting for a more modern and couture feel. According to Racked, "Today... the dresses sit on the racks uncovered so they are easy to see and covet. It’s a little thing, really, but it represents a big shift in the way David’s Bridal is doing business." Wallack told the publication that they've made both internal and external changes in order to rebrand.
The changes can be seen throughout the company's social media accounts, which used to be filled with photos of online models and are now turning more personal with images from inside the stores, teasers of the new collections, and images of customers rocking their purchases.
David's Bridal is ahead of many other bridal companies in one very important arena — they offer plus size fashions that are just as covetable as their straight size wares. With a new outlook on the industry combined with their old missions, there's no telling where this already storied brand may go from here.
Aside from social media, David's Bridal is increasing its style credentials by collaborating with major bridal industry designers such as Zac Posen and Vera Wang. Here's exactly how David's Bridal is looking to reach a whole new customer base.
Bringing in new fashions
Spicing up bridesmaids wear
Adding new colors
Experimenting with fabrics
Staying true to style
I can't wait to see where their rebranding takes them.