David’s Bridal unveils bridesmaid line that is always available

Dan Berthiaume
Senior Editor, Technology
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David’s Bridal’s newest collection is guaranteed to be in stock.

The nation's largest bridal retailer is making a big promise around its newest apparel offering.

David’s Bridal is introducing its new “Guaranteed in Stock and Ready to Ship” bridesmaid dress collection. The retailer says it has over 300,000 dresses in stock and ready to ship in the U.S. due to the strength of its vertical supply chain, as its monthly internal consumer trends index shows shorter planning windows between engagements and wedding events.  

David's Bridal utilizes proprietary technology to obtain real-time, accurate visibility into its inventory availability. Now, customers can filter their searches online or at any David's Bridal store by "Guaranteed in Stock and Ready to Ship," streamlining the shopping process and eliminating extended lead times and rush fees.

In 2019, the retailer launched the concept of collections—similar styles within the bridesmaid assortment that seamlessly coordinate with each other. Collections are designed to enable mixing and matching and customization options while offering the same fit.

The company has been actively developing a wide variety of omnichannel customer service solutions in the past couple of years. In September 2021, David’s Bridal created an omnichannel shopping experience in collaboration with The Bouqs Company Weddings. The Bouqs Company Weddings will have a physical and digital presence, as well as exclusive offers for Diamond Loyalty members, with plans to continually build out its exposure to David’s Bridal customers. David’s Bridal will also integrate The Bouqs Company Weddings into its latest launches and imagery.

Other attempts the retailer has made at digitalization of its customer service activity in the past 18 months include releasing an artificial intelligence (AI)-based mobile concierge bot, providing augmented reality (AR) and 3D visualizations of dresses, an omnichannel wedding lookbook, and a livestreaming partnership with YouTube.

The company’s latest omnichannel offering is being launched in response to widespread retail supply chain issues. Fully 100% of senior retail executives surveyed by First Insight and the Baker Retailing Center at the Wharton School of the University of Pennsylvania agreed that supply chain disruptions will affect sales, prices and promotions during the upcoming holiday season. And 98% agree that supply chain issues will continue impacting the retail sector through 2022 and beyond.

"We have vowed to walk alongside our customers every step of the way," said Nancy Viall, chief merchandising officer for David's Bridal. "We know from our Pearl Report wedding planning is stressful. In fact, over 80% of brides told us they feel stressed or overwhelmed during their planning journey. With our Guaranteed in Stock and Ready to Ship solution, we can eliminate added stress and concern around shipping delays or inventory availability. Coupled with our vast on-trend product assortment, we guarantee customers will find their dream dress and have it on hand when they need it. We are in service to our customers and ready when she is with our Guaranteed in Stock and Ready to Ship assortment."

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