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David’s Bridal: Premier Wedding Fashion Destination

Established in 1950, Clayton Dubilier & Rice LLC acquired David’s Bridal in 2012 for $1.05 billion. With over 300 nationwide locations, it offers comprehensive bridal services and attire. Targeting cost-conscious consumers, the company aims to enhance brand awareness and highlight designer partnerships. Strategies include market segmentation and brand building while minimizing discounts for brand recognition. Visit www.davidsbridal.com for exquisite collections.

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David’s Bridal: Premier Wedding Fashion Destination

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  1. The Curve Agency

  2. Company Description Started in 1950 In August 2012, the private equity firm, Clayton Dubilier & Rice LLC, purchased David’s Bridal for $1.05 billion from Leonard Green & Partners. David’s Bridal has more than 300 locations nationwide. Offers the convenience of one-stop shopping with head-to-toe dressing, on-site alterations, special financing options, gown preservation services, and coordinating ensembles for the entire bridal party. By combining an array of services for the price-conscious consumer, David’s Bridal appeals to a large consumer market.

  3. Objectives & Strategies • Two main objectives: • Increase consumer awareness of the exclusive Vera Wang partnership and other designer brands David’s Bridal carries. • Switch the consumer’s beliefs and attitudes from thinking that David’s is a just a discount super cente.r • Strategies • Market segmentation • Creating a brand strategy • Minimizing the amount of special offers and focusing on creating brand awareness.

  4. Magazine Ad Find the Dress of your Dreams Featured Collections: White by Vera Wang Oleg Cassini Melissa Sweet Galina

  5. New Website

  6. Television Commercials

  7. Special Events- Fashion Shows

  8. Billboard Advertisements Now Available at Shop Online at WWW.DAVIDSBRIDAL.COM

  9. References • David’s Bridal (2012). Press Room, David’s Bridal. Retrieved from http://www.davidsbridal.com/webapp/wcs/stores/servlet/PressRoom_About-Davids-Bridal • Monks, Matthew. (2008, March 5). David's Bridal Due for Change? Wall Street Journal. Retrieved from ABI/INFORM Global. (Document ID: 1439793491). • N.A. (2012). David’s Bridal Betrothed to Private Equity Firm. Wall Street Journal. Retrieved from http://online.wsj.com/article/SB10000872396390444327204577617201326404354.html • N.A. (2012). David’s Bridal. “What’s on Brides’ Minds” Survey Sets the Bridal Planning Stage for 2012. Marketing Weekly News. Retrieved from ABI/INFORM Global. (Document ID: 2576439681 • Raghubir, Priya. (2004). Free Gift with Purchase: Promote or Discount the Brand?. Journal of Consumer Psychology, 14(1&2), 181-185. • The Boston Globe (August 29, 2012) David’s Bridal sold for $1.05 billion, Boston.com Retrieved from http://articles.boston.com/2012-08-29/business/33447352_1_private-equity- leonard-green-wedding-gown

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