David's Bridal Unveils Exclusive Online Bridal Dress Collection

Launch Reinforces Industry Leader's Commitment to E-commerce Offerings &

Online Functionality to Enhance Customer Experience

Oct 08, 2007, 01:00 ET from David's Bridal

    CONSHOHOCKEN, Pa., Oct. 8 /PRNewswire/ -- According to recent studies,
 online sales of wedding gowns accounted for 5.5% of sales in 2006, with
 6.5% projected for 2007 - a potential increase of nearly 20% in just one
 year. In response to this growing trend and in an effort to meet the needs
 and preferences of today's brides-to-be, David's Bridal - the nation's
 foremost bridal retailer - recently launched the db Online Collection, the
 company's foray into selling bridal dresses via their website. The
 impressive collection of fourteen beautiful new bridal styles is sold
 exclusively at www.davidsbridal.com.
     With prices starting at $99 and most dresses retailing for under $200,
 the db Online Collection offers affordable luxury with new trend-driven
 styles, available in either white or ivory. A dress featuring color accents
 will be added later this month. The collection offers a multitude of
 silhouettes ranging from A-line to ball gown to sheath, and all styles are
 available in missy sizes (2 - 16) and David's Bridal Woman sizes (14W -
 26W). Images and video are shown on both missy and plus size models so all
 brides can easily visualize their wedding day look. An online fit and
 sizing guide helps customers find the perfect style for their body type and
     As part of the company's ongoing effort to add value and improve the
 bridal shopping experience, David's creative team implemented an innovative
 idea for capturing the beautiful movement of the db Online Collection
 dresses. The industry leader is among the first to integrate cutting-edge
 "motion" technology that enables fashion photographs to seamlessly come to
 life right on the product pages. Using this unique feature, brides can see
 how each dress will move and how it will appear from all angles, without
 the interference of a pop-up or video player. To further enhance the
 shopping experience and provide a better feel for the intricate dress
 details, brides are able to zoom into product images to view the
 embellishments and fabrics. Brides can also "virtually try on" dresses in
 the db Online Collection using David's proprietary Dress Your Wedding tool.
     The introduction of the db Online Collection gives brides-to-be the
 ability to select from an even greater assortment of high-quality, elegant
 styles for their big day, from the comfort and convenience of their own
 home. Each dress is specially constructed with an easy, flattering fit
 designed to boost confidence in online ordering and ensure the dresses
 arrive in "ready to wear" condition.
     In addition to the launch of the db Online Collection, David's recently
 added online product ratings and reviews to the entire David's Bridal
 assortment, using their signature "heart" logo in lieu of "stars."
 Customers can easily enter their review of products and upload associated
 photos or videos, allowing all website visitors the ability to share
 opinions and gain insight from real brides' experiences.
     "The launch of db Online Collection and additional online features
 emphasize David's Bridal's commitment to providing an unparalleled
 selection of beautiful styles, at affordable prices, to best suit brides'
 shopping habits," says Robert Huth, President and CEO of David's Bridal.
 "The David's Bridal name promises superior quality and fashion-forward
 design, as well as the ultimate in shopping convenience. We're pleased to
 continue to enhance the customer experience for our brides and are
 committed to expanding our online offerings in 2008."
     Every db Online Collection style is available for immediate delivery
 and may be returned via mail only (see www.davidsbridal.com for shipping
 and return details). Online bridal gown customers are entitled to David's
 Bridal Rewards savings and are encouraged to visit any of the 280+
 nationwide David's Bridal stores to complete their wedding day look with
 alterations, accessories and bridal party attire. For additional
 convenience, davidsbridal.com also offers coordinating invitations, gifts
 and favors to further personalize a bride's big day, as well as links to
 partner websites that offer gift registry, travel, photography and other
     About David's Bridal
     With more than 50 years of bridal experience, David's Bridal
 understands the importance of providing brides-to-be with a vast selection
 of exquisitely crafted dresses, available at affordable prices. Today, with
 more than 280 locations nationwide, David's Bridal continues to expand its
 retail store locations, while maintaining its philosophy of superior
 quality, value and service. To locate a store nearby, consumers can call
 1-877-693-BRIDE or visit www.davidsbridal.com.

SOURCE David's Bridal