The bridal brand is planning a comeback with a strategy centered around lower dress prices, complimentary personal styling and inclusive sizing

Wedding emporium David's Bridal has a plan to come back from bankruptcy, and millennials are at the heart of it. Despite financial woes last year, the retailer did not shut down any of its 300 locations, and is now launching a more customer service-driven business model.

Now shoppers who come to David's Bridal can expect personal service from a bridal stylist. Along with associates making a larger commitment to individual brides, the retailer is also enabling inclusivity and accessibility by offering a larger selection of sample sizes. Finally, in order to stay competitive in an over-saturated market, the brand will be slashing prices on bridesmaid dresses.

The retailer's CEO, Scott Key, explains that despite what some have said after the company filed for bankruptcy, “We've come out the end a much stronger company.” Overall, the brand aims to revamp its strategy to appeal to the personalization that millennial consumers have come to expect, aligning with their values to rebuild the business.

David's Bridal


Lead image: David's Bridal via Instagram

Wedding emporium David's Bridal has a plan to come back from bankruptcy, and millennials are at the heart of it. Despite financial woes last year, the retailer did not shut down any of its 300 locations, and is now launching a more customer service-driven business model.

Now shoppers who come to David's Bridal can expect personal service from a bridal stylist. Along with associates making a larger commitment to individual brides, the retailer is also enabling inclusivity and accessibility by offering a larger selection of sample sizes. Finally, in order to stay competitive in an over-saturated market, the brand will be slashing prices on bridesmaid dresses.