Lesson #3 - You'll Love David's Bridal

With nearly 2.5 million weddings happening each year in the United States alone, it’s easy to assume how bridal superstore, David’s Bridal has become the most successful bridal retailer in the nation. According to ScottRogers, Director of Strategic Planning for David’s Bridal, from 2006 to 2007 two-thirds of all brides shopped at a David’s Bridal location! One of the many reasons David’s Bridal attracts such a large audience is their “David’sBridal difference.” Rogers explained that this means offering customers the ability to try on dresses in her size and color, and know exactly what she is purchasing (and at a reasonable price too). A stark contrast from the industry standard’s strategy of carrying sample dresses in just a few sizes and making their customers wait several months to “officially” try on their dress.

So how did David’s Bridal get their brand and idea seen in the first place? An incredible integrated marketing campaign – that’s how! David’s Bridal started as a small Fort Lauderdale bridal salon in 1950 and was purchased in 1972 by entrepreneur PhilYoutie. Youtie noticed in the 1980s that Brides were changing; he said, “I saw a busy, intelligent bride-to-be who didn’t have the time, patience, or money to shop for a wedding gown the old way.” Using this insight and analysis, David’s Bridal opened David’sBridal Warehouse in 1990, a first of its kind bridal superstore, offering discounted designer replica wedding dresses in all sizes and shapes. While it was met with industry criticism, budget conscience Brides fell in love with the concept! In 1994 and 1995, David’s Bridal doubled in size from 14 to 36 stores – fast forward to today and David’s Bridal operates more than 300stores nationwide.

So what kind of marketing strategy are we talking about exactly? Sure, David’s Bridal has seen incredible growth and evolution over the past 60 years, but how have their marketing strategies evolved? Simple, they have kept up with the latest and greatest technology creations!

In 1996, you could find this bridal gem on your television! That catchy tune, “You’ll love David’s Bridal,” has been a staple in the companies television commercials since the very beginning…admit it, you’re singing along right now too!

While their television commercials have evolved over the years, incorporating the latest fashion trends and hooking you with incredible sales and promotional offers, that catchy tune has remained a consistent piece of their marketing and advertising scheme.

Television is not the only place you’ll find David’s Bridal marketing on display. Have you ever opened one of the many bridal magazines on display at the grocery store checkout counter? If so, you’ve probably seen a David’s Bridal print ad like the ones pictured here. Often times, these ads also contain coupons or promotional offerings that the reader can redeem at a David’s Bridal location (or even online)..

David’s Bridal also has a presence at nearly every Bridal Show or Expo happening across the country! Bringing along samples of their latest collections, free giveaways for attendees, and helpful brand representatives that are passionate and knowledgeable about their product – couple those elements with the consistent use of their iconic logo and you’ve got a winning combination...and one I’m certainly going to pay attention to.

Speaking of consistency, have you ever stepped foot into more than one David’s Bridal store? If so, you probably haven’t noticed much a difference. Racks and racks of dresses in the front and fitting rooms in the back, it seems pretty standard but the consistent feel offers shoppers a sense of comfort and knowledge while browsing. 

One of the most helpful aspects of my recent David’s Bridal experience is their “Wish List." While I am getting married Florida, my bridesmaids will be coming from all over the country. I was able to go to my local David’s Bridal, pick out my bridesmaid dresses (and shoes), and add it to my “Wish List.” Now, all my bridal party needs to do is go to their local David’s Bridal and say they need items from Lacee’s Wish List. The associate can pull my Wish List from their database and my girls will know exactly what to purchase – super helpful and calms any nerves about your girls getting the wrong dress. After my in-store visit, I now get emails weekly about specials, promotions, and the latest additions to their various collections.

But don’t forget…I mentioned that David’s Bridal was keeping their fingers on the pulse of not just the latest fashion trends but also the latest advances in technologies. As Brides have gotten increasingly more mobile and virtual, David’s Bridal has had no choice but to keep up with the changing industry. They have an incredibly informative website that allows Brides to search their vast inventory at the click of a button. It's easy to register and quickly start receiving exclusive emails. However, it’s become more than just shopping for HER wedding dress; today’s Bride is looking for a one-stop-shop, a place she can browse (and potentially purchase) bridesmaid dresses, flower girl dresses, shoes, accessories, etc. David’s Bridal has answered her demands with an enormous inventory of personal and designer collections to dress her entire bridal party from head to toe. With the 2012 launch of their mobile website, Brides can literally have it all at their fingertips everywhere they go. KeelyConley, Director of e-Commerce for David’s Bridal said, “Mobile is key to the future of David’s Bridal’s multichannel experience…As a brand, being present across a broad range of consumer touch points is critical in strengthening our relationships with customers.” You can even join a text message club with David’s Bridal to receive bridal alerts and offers straight to your phone.

While the website has been a great tool in enhancing David’s Bridal’s marketing scheme, they knew it was also time to expand into the ever growing social media world. With the creation of official David’s Bridal Facebook, Instagram, Twitter, Pinterest, and blog pages, I’d say David’s Bridal is doing pretty well keeping up with the times! Each of these platforms offer ways for David’s Bridal to reach their consumers in ways that Phil Youtie would have never thought possible in 1972. These platforms allow fans, followers, and David’s Bridal themselves to share personal stories about their experiences, tell their own stories on a public platform, and share tips and tricks with the ever-emotional bridal community. Each of these social outlets helps to foster relationships between consumers and the brand better than any television or print advertisement ever could.

David’s Bridal has clearly done a great job of blending outbound marketing (television commercials, print ads, and in-person sales expos) with inbound marketing tactics (websites, emails, and social media platforms). So well, in fact, that David’s Bridal was honored as a Silver Winner at the 2012Channel Innovation Awards for its “innovative approaches to connecting brides to personalized wedding planning resources through its online web store and creative a cohesive brand experience no matter how or where their customers shop.”

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