The launch is the latest modernization from the bridal brand, which acquired wedding registry company Blueprint Registry in 2018 as the company aimed to become a one-stop wedding shop. David’s Bridal also launched a number of new offerings during the COVID-19 pandemic, including virtual Zoom appointments and augmented reality and 3D dress shopping. The company, through Blueprint, also offers a planning toolkit, wedding vision board, checklist, dress quiz and wedding website capabilities.
David’s Bridal is the latest retailer to jump into livestreaming. Several other major retailers, including The Home Depot, Nordstrom and Walmart, have all introduced various livestream events. For example, Walmart introduced shoppable livestream experiences on TikTok, while Nordstorm has begun offering livestream events with some of its founders and experts from big-name brands such as Tom Ford, Giorgio Armani, Charlotte Tilbury, Drybar, Anastasia Beverly Hills and UOMA Beauty, according to the National Retail Federation. The livestream trend may help brands capture more online shoppers.
David’s Bridal’s channel differs by offering a 24/7 stream of wedding content, which is submitted by real couples, photographers and vendors. David’s Bridal will continuously refresh the channel with new videos, the company stated.
"This, literally, is a 24-hour-a-day video channel full of love, joy, beauty, families, friends and happiness,” Kelly Cook, chief marketing and IT officer at David’s Bridal, said in a statement. “We found in our recent ‘Pearl Report by David's’ that women are looking for inspiration all the time – including in the middle of the night – and wedding videos are their faves. The videos are real couples, real photographers, real venues, real vendors, real forever-afters. We were thrilled with the outpouring of videos sent to us for our launch. Featuring real wedding videos allows us to foster a community of inspiration filled with magical moments to guide today's couples."