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ModCloth Wants to Shake Up the Bridal Gown Industry
By: Digiday
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Consumers craving immediate satisfaction aren’t only looking to buy what they see on the runway as soon as it debuts. They’re also causing change within the traditional bridal-wear industry.

“The notion of buying a gown in the store and then waiting several months for it to be complete is becoming less appealing today,” said Nicole Haase, vp and general merchandising manager at ModCloth. “People in this day and age want to buy something and have it delivered quickly. They want convenience, speed and to still feel amazing about their wedding dress. The shopping pattern has shifted.”

In March, ModCloth, the online retailer for indie brands and vintage-inspired clothing, launched its bridal line for brides-to-be. The focus is on trend-driven, original dresses at a more affordable price than what’s offered in traditional bridal chains and boutiques. And the launch capitalizes on a trend that ModCloth noticed years ago: Women were getting married in their dresses already, tagging photos with the hashtag #MarriedInModCloth on social media. Today, the hashtag generates about 2,000 results on Instagram.

In 2015, the company decided to build out ModCloth Bridal as its own category, sourcing dresses from independent designers like Erin Featherton and Anna Sui, and creating them in house. With the most expensive dress selling for $415, and most dresses available for under $300, brides can also pick and choose multiple outfits for their wedding weekend, something Haase said has become more appealing in the age of Instagram.


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This article was published on Digiday.com.  A full link to the original piece is after the story. www.digiday.com
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