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David's Bridal has a plan to return after bankruptcy.
After filing for chapter 11 protection in November, the retailer made another crisis in January with $ 450 million less debt, ready to woo the bride.
In a recent interview with USA Today, company chief Scott Key outlined the store's strategies to achieve this. These include: discount dresses, free in-store personal stylists and several sizes.
Key acknowledged that the news of his recent bankruptcy may have led some people to believe that the store was closing down permanently. But this is not the case, he said. "We came out of a much stronger company." David's closed none of his 300 stores during his recent bankruptcy.
New brides can also expect to have more attention when they enter David's stores, which will now offer a dedicated bridal stylist to help try dresses and advise customers. This stylist is free.
"In the past, at peak times, brides could find themselves in a situation where they shared the attention of the partner with another bride." And that was a source of dissatisfaction for our customers, "said Key.
He continued: "[Now] brides have the attention of a dedicated bridal stylist. "
Key added that the company had also lowered the prices of some dresses, especially those of bridesmaids, to make it more competitive in a market increasingly saturated with options.
Stores such as Anthropology, H & M, Asos and Reformation have all started selling bridesmaids and brides in recent years and offer lower prices for these items. This put pressure on more traditional channels such as David's and Alfred Angelo, who suddenly closed their doors in July 2017.
"There are so many options for brides to be able to shop now, and women have the opportunity to buy cheaper," Anne Chertoff, marketing consultant for Business Insider, told Business Insider. wedding industry, in 2018. "The market is saturated and is spreading."
To make sure to serve all of its customers, Key said the store would offer a wider badortment of samples in its stores.
"When a plus size woman would visit our store, she could probably try on a dress to her size, which is different from the experience if she was visiting a shop, but it might not have been the dress that she wanted, "he said.
"Basically, we support women of all sizes and give them the opportunity to try a dress to their size."
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