The CEO of David's Bridal says the company is on the rebound from bankruptcy. Now it's facing big challenges in building a lasting relationship with today's brides.
David's Bridal has 300 stores around the country, including this one in New York City. The new CEO says its stores are one of its biggest assets.James Marcum, do you agree to take on a 69-year-old bridal retail chain, on the rebound from bankruptcy, with lots of debt, and threatened by new competition and changing traditions?
“For us during Bridal Week, letting the industry know, and letting consumers know that we’re back is very, very important,” he said in a phone interview.It was able to emerge from its November bankruptcy filing in just two months, without closing any stores or leaving any brides without dresses.
David's Bridal is looking to connect better with today's brides, with more styles, price ranges, and size options.While online, direct-to-consumer, wedding dress brands are growing, Marcum believes the approximately 300 David Bridal’s stores give him an edge over that competition. The edge the online startups have is in marketing to today’s brides, who want more casual, non-traditional options, customization options, and a broader range of sizes beyond the 6s and 8s samples found in bridal boutiques.
David’s is giving brides an Instagrammable moment in its stores, with a red, heart-shaped placard with the words “I found the one”, that they can pose with after picking a dress. It is engaging with brides more online, with brides sharing wedding day photos on the David’s Facebook and Instagram pages.
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