Urban Outfitters is going into the bridal market with the BHLDN collection. The retail concept caters to weddings with simpler, casual gowns as well as accessories, cake pedestals and place cards. They also plan to incorporate stylists on their website to guide brides though their wedding plans as well. Urban Outfitters hopes that BHLDN products will also be expanded to other special occasions.
The Urban Outfitters BHLDN Collection will launch an e-commerce site on Valentine's Day, with two to three stores to open in 2012.
Casual Bridal Gowns
The Urban Outfitters BHLDN Collection Ventures into the Wedding Market
Trend Themes
1. Casual Bridal Wear - There is an opportunity for other retailers to create bridal wear for the more casual bride.
2. Online Bridal Consultation - The incorporation of stylists on e-commerce websites can disrupt the traditional bridal consultation market.
3. Expansion of Special Occasion Lines - Brands can expand their products to include options for other special occasions beyond weddings.
Industry Implications
1. Fashion Retail - Fashion retailers can consider branching into bridal wear for additional revenue streams.
2. E-commerce - E-commerce sites can leverage the BHLDN model and incorporate stylists for other retail verticals.
3. Event Planning - Event planning companies can expand into offering casual wedding options for less formal settings.