Can David’s Bridal appeal to ‘every type of bride’ with its new campaign?
David’s Bridal, the largest wedding retail chain in the U.S., is just a couple of months removed from filing for Chapter 11 bankruptcy protection. At a time when modern Americans are marrying later in life when compared to previous generations, the retailer has also been hurt by growing competition from online retailers.
There’s no doubt the chain faces challenges, ones that Liz Crystal, David’s chief marketing officer, believes it can meet with a new campaign that features what Ad Age describes as “non-traditional brides.” This includes same-sex brides and those who enter their marriages with children.
“We wanted to make sure this spot represented what we see from brides today,” Ms. Crystal told Ad Age. “We value every type of bride.”
Ms. Crystal said the new campaign’s focus on the brides and not on dresses or the chain’s in-store experience is a departure from what David’s has traditionally done.
Today, 67 percent of Americans support same-sex marriage with the percentages of those who favor it growing steadily year-by-year, according to Gallup. Same-sex marriage has been a constitutional right in the U.S. since 2015 and billions of wedding dollars have flowed into the national economy over the past several years as a result.
- David’s Bridal To Show Same-Sex Couple In First TV Ad – Ad Age
- David’s Bridal files for bankruptcy protection – CNBC
- Two in Three Americans Support Same-Sex Marriage – Gallup
- Will A Booming Economy Bring A Wedding Market Boom? Not Likely – Forbes
DISCUSSION QUESTIONS: Is David’s Bridal on the right track with its new ad campaign? What else must the retailer do to become more relevant as the marketplace changes?