David’s Bridal expands digital lookbook promotion
A leading bridal and special occasion retailer is offering digital seasonal guides showcasing all its product offerings.
David’s Bridal is creating multiple editions of its digital lookbook, known as “The Wink by David’s Bridal,” featuring the latest looks, designs, and collections across categories including bridal gowns, shoes, prom dresses, party dresses, bridesmaids, accessories, and exclusive designers.
The books feature complete looks, product descriptions, and QR codes that take customers directly to the products, offering a seamless shopping experience. David’s Bridal initially released print and digital versions of The Wink, curated by its in-house designers, in two editions - one dedicated to bridal and the other for bridesmaids, special occasion, and accessories.
Free copies of the original two print editions of The Wink are available at all David's Bridal retail locations. All digital editions are available free on the retailer's website.
David’s Bridal marches down the omnichannel aisle
David’s Bridal has been actively expanding its range of omnichannel solutions and services. In July 2022, the retailer began offering shoppable content on the TikTok short video platform.
Other key omnichannel services David’s Bridal has rolled out in the past 18 months include the release of print and digital versions of a seasonal guide for wedding looks, designs, and collections; as well as a seamless floral partnership with The Bouqs Company Weddings.
In addition, in April 2021, David’s Bridal began enabling customers to contact it anytime day or night via the LivePerson-based Zoey mobile CRM tool. The following month, the retailer introduced a new round-the-clock wedding planning channel on the YouTube Live livestreaming platform.
In February 2021, the retailer launched the “Little White Dress Boutique.” This collection of ready-to-wear dresses is available in all of its brick-and-mortar stores and online, with select styles available to view in 3D and augmented reality.
And in October 2020, David’s Bridal acquired Rustic Wedding Chic, an online guide for planning weddings. This followed the introduction of a number of omnichannel services from David’s during the peak pandemic year of 2020, including an augmented reality-based wedding dress visualization tool and video-based virtual appointments.
“When it comes to our customers, we always wink back," said Kelly Cook, chief marketing and IT officer for David's Bridal. "The Wink is our gift to our customers. It is playful, celebratory, and authentic – just like our customers. It is her guide to everything she wants. From Friday nights out to one-in-a-lifetime weddings – we've got her covered. In addition to over 300,000 dresses in stock, The Wink is another way we are here for our customers from the very start of her planning journey for all of life's magical moments."
David’s Bridal operates more than 300 stores located across the U.S., Canada, U.K., and franchise locations in Mexico.