Continuing its efforts to gain a greater share of promgoers’ purchases, David’s Bridal has opened “House of Prom” pop-up shops in five select markets across the country. The retailer introduced its Diamond Prom loyalty program in December 2022, offering both individual member rewards and the opportunity for schoolmates to pool their points and earn a photo booth for their special event.
The pop-up shops, open through April 2023, are located in Glendale, Ariz., Chula Vista, Calif., Natick, Mass., Kansas City, Mo. and Fairfax, Va. During the shops’ opening weekend, Feb. 4-5, the first 25 customers making an in-store purchase will receive for free a new pair of David’s Bridal and Betsey Johnson exclusive platform sneakers.
The entire David’s Bridal prom assortment also will be available at its 300+ full-line locations as well as online. With opening pricing at $49.95, the Spring 2023 prom collection offers a curated selection of modern styles, a range of silhouettes and exclusive color options at value price points. The retailer also is offering prom-related content via its Spring 2023 prom look book and prom trends page.
David’s Bridal has been aggressively courting new customer segments over the past year — both teens and even younger children via its partnership with Little Tuxedos. The retailer also launched a wedding planning platform and marketplace, Pearl by David’s, in January 2023 to meet customers’ other formal event needs.