Will the wedding dress diffusion mayhem ever stop?
Apparently not. But in this case, that’s not such a bad thing. Vera Wang, whose clothing line for Kohl’s has proved successful, will now design wedding dresses for affordable retailer David’s Bridal. The collection, set to hit US stores early next year, will include dresses priced below $1,500, as well as accessories. Shoes and bridesmaid dresses will likely follow.
We think this sounds fantastic. So many girls dream of wearing a Vera Wang dress but simply can’t afford to. Now, that dream will be made a reality.
What’s more, diversification is the key to a successful fashion brand. From a business perspective, this is the right move for Wang. The designer has never been shy about going mass: See her deal with Wedgewood and the Serta Mattress Company for proof. With David’s Bridal, much like Kohl’s, there are very few people who will trade down if they can afford the real thing.
Wang has the opportunity to attract a whole new range of clients who might buy into her other, more affordable products, like a Vera Wang Lavender Label dress or a pair of sunglasses.