David’s Bridal Launches Galina Signature Bridesmaids And Lingerie Collections

Wedding retailer David’s Bridal has launched category expansions within the exclusive Galina Signature brand that include bridal, bridesmaids, special occasions, accessories and lingerie. The new offerings follow the company’s philosophy of responding quickly and better engaging its customers.

David’s Bridal, which accounts for approximately one-quarter of all U.S. wedding dress sales, launched its first loyalty program, Diamond Loyalty, in December, and about 500,000 brides have since enrolled. The program allows brides to earn points on all purchases, as well as purchases of friends and family.

The company has also developed an augmented reality experience for online shoppers that allows them to project images of certain dresses and view their details at home. It also features a seasonal look book, The Wink by David’s Bridal, BrideMoji digital stickers and a YouTube Live channel with 24/7 wedding videos.

The newly expanded Galina Signature collection includes the launch of the Galina Signature Bridesmaids collection. The retailer recently unveiled the exclusive Galina Signature Lingerie line, featuring baby dolls, teddys, bodysuits, corsets, panties and more for less than $40 in sizes up to 2X.

The retailer has also expanded its existing bridal, occasion and accessories lines that are only available at David’s Bridal.

The expanded collection is now available in all 300-plus retail locations and online at DavidsBridal.com. Galina Signature is one of five exclusive labels for David’s Bridal.

The move comes as David’s Bridal aims to offer every dress in a woman’s closet, beyond just the bridal gown. David’s also has a selection of non-bridal products, such as girls’ night out and date-night dresses, as well as pantsuits and jumpsuits.

Retailers must be sure they are keeping the payment process itself as simple as possible, Danny Luczak, chief technology officer for David’s Bridal, told PYMNTS. Developing a seamless experience that allows customers to shop for what they need across multiple channels is thus a must.

“We cannot have experiences that are overly complicated,” he said. “That is going to do two things. It is going to give you more potential vulnerabilities, and then it is also going to pull away from that ideal customer experience. If they see that your payment process is more complicated than what they are typically used to, that … would create just a general sense of distrust.”