Nikki Baird

Urban to Launch Bridal Concept

March 8, 2010

FROM RETAILWIRE:
Urban Outfitters Inc. announced plans to launch a new concept focused on the $60 billion wedding industry. The idea for creating a brand aimed at weddings grew out of the company's existing business, which frequently catered to brides and their entourages. What do you think about Urban Outfitter's testing of a bridal concept?      [more...]

First, a disclaimer. I am a huge fan of Anthropologie, and I love their stores, and that might influence my response. However, I am well past being a target for the bridal market, so I think I can be objective here. David's Bridal has proven that there is a market for a 'chain' approach to what is traditionally a boutique business, so from Urban's perspective, the business model is not risky, only whatever approach they take.

But from what I've seen, they're taking the right approach--they recognize that the value is not simply in selling the dress, it's the "attachment rate," if you'll forgive the consumer electronics term--it's all the follow-on sales that come with the dress. One of the first things women do when they get engaged is go out and try on dresses--it's the entry point for all of the other goods and services they will eventually need.

Urban as a brand is sufficiently differentiated from David's Bridal that I think they can definitely pull it off. For women who want more funk and/or shabby chic in their special day, this concept would be a clear alternative. And from all of the rock-wear that I have seen mall rats sporting lately, there is definitely an opportunity here.