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David’s Bridal courts teens with mobile loyalty program; to open prom pop-up shops

David’s Bridal prom
David’s Bridal is tailoring a loyalty program for prom shoppers.

David’s Bridal is targeting young women who want to look their best for prom.

The bridal and special occasion dress retailer will open prom pop-up shops in the first quarter of 2023, ahead of prom season. The “House of Prom by David's” shops will be designed for high-school students and feature dresses as well as digital content and social gathering opportunities. The retailer said will offer more details about locations and grand openings in the new year.

In addition, David’s is unveiling Diamond Prom, a free loyalty program for high-school students. Customers can earn Diamond Prom points immediately after joining the program, which runs on a mobile platform designed to streamline sign-up, point tracking, earning and sharing exclusive offers.  

The launch of the program is timed with the unveiling of the retailer's spring 2023 prom collection, which is available in stores and online. With an opening price point of $49.95, the collection includes a wide range of styles and sizes, along with shoe and accessory options.

Customers can share their Diamond Prom loyalty number with friends and family to help them earn points toward rewards. The launch of Diamond Prom is an extension of David’s Diamond Loyalty program, which the retailer says has close to 2 million members to date.

In partnership with the Gift of College tuition gifting platform, David’s is allowing Diamond Prom members to enter for a chance to win a $1,000 scholarship toward their education. On top of that, students from the same school can work together to earn points for their school to win a free photo booth for their prom and other special events.

“Our junior occasion customers are fun, trendy, playful,” said Kelly Cook, chief marketing and IT officer of David's Bridal. “They deserve a collection that matches their sparkly personalities. We know our customers like to be rewarded for shopping. With the remarkable success of our Diamond Loyalty program, why not customize a program that offers exclusive benefits and prizes for our junior audience? As with all things at David's, our goal with Diamond Prom is to offer students value they can't find anywhere else.”

Something new at David’s Bridal
David’s Bridal has been expanding its offerings. In September 2022, the retailer entered into a partnership with Little Tuxedos, an online destination that offers suits and formalwear for boys in sizes 6 months to 20H. The deal with Little Tuxedos, which will have a dedicated presence in select David's stores, builds off its existing partnership with The Black Tux, which supplies men's suits and formalwear for rent and purchase. 

[Read More: David’s Bridal launches shoppable TikTok campaign]

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

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