David's Bridal has announced that they are shutting down their Priscilla of Boston labels (which include wedding dresses and bridesmaid dresses by Priscilla of Boston, Platinum for Priscilla of Boston, Melissa Sweet, Reverie, Jewel and Vineyard Collection) on December 31, 2011.
This is no supprise to all of us in the bridal industry. You just can't take a wonderful brand like Priscilla of Boston and junk it with David's Bridal quality dresses. It has been known that David's Bridal has been making the gowns our of their factories once it was purchased back in 2002. It does not take long to crap out a line in the bridal world. This will also happen to the name Vera Wang. We have heard that she actually has some input into the line, but Vera, take my advice, stay far away or the giant will drag you name into the mud. Vera has followed all the sellouts as time goes, and eventually Vera Wang will be thought of as an el-cheapo brand like Martha Stuart. At least the Olsen twins started at the bottom.
The other thing I see that killed the Priscilla of Boston stores is what is killing the smaller boutiques. Brides today are demanding the lower prices as they see advertised online. This has been a killer for the industry in the past few years driving the slower to react stores right out of business. David's Bridal is smart here consolidating their brands to their own stores and not chasing after the elite bride. If the market continues in this fashion and brides continue to drive down prices, the only place to shop will be David's Bridal.
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