Why Customers Will Clamor to Say "I Do" to Urban Outfitters Bridal Concept
File this one under perfect timing: Urban Outfitters (URBN) is unveiling its new wedding brand BHLDN on Valentine's Day. When I first reported on the concept back in March, I predicted Urban Outfitter's would set chapel bells and cash registers ringing in unison. Here's why I'm even more convinced it's going to rock the wedding retail business.
Say yes to the dress
Let's face it, brides want every detail of their special day to be perfect, and the dress is smack dab in the center of the dream. Amid the blizzard of strapless, optic white frocks it's a miracle anyone can see, much less select, a gown that's worthy of the walk down the aisle.
BHLDN's team (the masterful creatives behind Urban's Anthropologie brand) kept this very much in mind when designing the collection. Expect silk habotai, pleated tulle, and veiled organza albeit with quirky details such as floppy bows, unfinished hems, elaborate pleating, and color -- lots of color. Respected designers such as Fleur Wood, Tracy Reese, and Catherine Deane will also contribute exclusive creations to the assortment.
I do-- prefer to shop online
A smart move if there ever was one, BHLDN's beginnings are rooted in e-commerce. The Web site is just a preview right now, but offers a glimpse of the moody elegance that has set the hearts of devotees aflutter for Urban's family of brands. In an inspired strategy to maintain cost control Kristin Norris, BHLDN's managing director, tells WWD they built shipping costs into their model, "so customers feel they have nothing to lose by trying on a dress." And who wouldn't prefer to try on in the comfort (and better lighting) of their own home without the pressure of hovering sales people?
Seeing one is not seeing them all
When J. Crew (JCG) launched its own bridal line back in 2004, the retailer had an immediate smash hit on its hands. However, what began as a collection of affordable wedding attire has morphed into a more luxe assortment that still evokes the minimalist sensibilities of its chief creative officer Jenna Lyons and carries a steeper price tag. And Vera Wang has stepped into a collaboration with David's Bridal to scoop the discount consumer.
With prices ranging from $1,000 to $4,000, BHLDN's hitting the same consumer spending target, but the line's creative direction -- replete with such haute touches as built-in boning and corsets -- is catering to a decidedly different gal.
I'll take the whole package
In addition to capturing and dressing a certain kind of bride, Urban's making sure she can buy its entire wedding concept. BHLDN's e-commerce site will initially debut wedding gowns, special occasion dresses, accessories, lingerie, jewelry and shoes. In May, Urban plans to add tabletop, cake pedestals, place cards and other decorating accoutrement. Engraved invitations will follow next year with artists creating limited-edition collections.
BHLDN's entire kit and kaboodle is pretty amazing stuff. My only wish is that they'd call Pat Sajak at Wheel of Fortune and buy back the vowels to make the brand's name whole again. Right now, it reads like something between a gulp and a choke. Perhaps that's just another clever way to evoke wedding day emotions.
Image via BHLDN
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