David’s Bridal is taking its digital love affair to the next level with technology that lets brides-to-be view dresses online in 3-D detail, and use augmented reality to virtually bring a gown-wearing mannequin into their living rooms.
David’s, which emerged from bankruptcy 20 months ago but is still burdened with debt, is on a mission to become a thoroughly modern, millennial-friendly wedding retailer that combines the best an online experience can offer, with the old-fashioned, bride-friendly, in-person services that a chain of 300 stores can provide.
Its online transformation has been accelerated by the COVID-19 pandemic that shifted shoppers away from stores. While its stores have reopened, David’s, like other retailers, has continued to see online sales surge.
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