Remember the jingle?... You'll love David's Bridaaaal. The dress was picked, the ballroom was booked, and the overpriced peonies were arranged — and then the pandemic happened. That spelled doom for David's Bridal, America's largest wedding gown retailer (#flex). Surprisingly, DB's CEO says demand for wedding dresses has proven resilient.
- Yes to the Dress: While sales of prom dresses have fallen, DB's brides still spend an average of $600 on their gowns (same as pre-pandemic).
- "The Minimony": Instead of totally scrapping celebrations, many couples minimized. DB's semi-casual jumpsuits have been in high demand for backyard Zoom weddings.
You can't hurry love... No, you just have to wait (until you emerge from bankruptcy). DB exited bankruptcy in 2019 after reducing its debt. But its struggles forced it to focus on building its digital presence, which has been key during the pandemic. Think: virtual stylist consultations, augmented-reality dresses, and an Instagram account that looks like a Pinterest inspo board.
The Sequel Wedding is coming... More than 60% of American couples had to postpone their weddings, and the 36% that chose to have a minimony plan to have another reception. "Minimony" couples are already planning bigger, flashier round #2 celebrations. DB's also expecting pent-up demand next year as postponed weddings happen. That's why DB thinks it's a perfect time to launch its loyalty rewards program (not as divorce-related as it sounds).