J.Crew is folding its bridal line, a brand spokeswoman confirmed this morning. The retailer had been experiencing declining same-store sales, which dropped by 8 percent in the second quarter, marking the eighth consecutive period of declines. As J.Crew spokeswoman Margot Fooshee wrote to Bloomberg, the decision was made in an effort for the brand to "focus on what women like to wear to someone else's wedding, versus what they would wear to their own."
However sudden the announcement may seem, the move seems to have been a long time coming. As Business Insider previously reported, J.Crew had recently been discounting its wedding gowns by as much as 70 percent. So much for "I do."