David’s Bridal marries tech and tradition in omnichannel collection

The nation’s largest bridal retailer is launching the “Little White Dress Boutique” across channels, with leading-edge virtual features.

David’s Bridal is providing a new collection of ready-to-wear dresses, the Little White Dress Boutique, from its DB Studio brand. The retailer will carry the collection in all of its brick-and-mortar stores and online, with select styles available to view in 3D and augmented reality. Purchases from the Little White Dress Boutique are eligible to earn loyalty points.

The omnichannel Little White Dress Boutique is the latest step in an ongoing digital transformation at David’s. Other digital efforts include new shareable loyalty offering called Diamond, Loyalty Program by David’s; as well as acquiring online wedding site Rustic Wedding Chic, launching an AI-based mobile concierge bot, providing augmented reality (AR) and 3D visualizations of dresses, and virtual styling services.

"A key focus for us this year has been on reimagining our brand architecture and exploring niche opportunities to expand our product offering to our customers," said Nancy Viall, chief merchandising officer at David's Bridal. "We are seeing many brides opt for smaller, more intimate and casual weddings. The intricate details and versatility of this collection are as unique as each one of our brides. We have carefully curated this Little White Dress boutique to help brides find the perfect wedding wardrobe for all event types."

David’s Bridal operates more than 300 stores located across the U.S., Canada, U.K., and franchise locations in Mexico.