No one said that planning the perfect wedding was going to be easy. But thanks to J.Crew, shopping for the wedding dress of your dreams just got a lot harder.
On Thursday evening Racked broke the news that the retailer known for its effortlessly chic American sportswear would be putting its bridal collection out to pasture, and not in a chic farm wedding way. The company, which first said I do to the category in 2004, has been championed as a disruptor of the bridal industry. By offering luxe options at an accessible price point, it made the daunting task of shopping for a wedding dress or outfitting bridesmaids just a little bit less stressful. J.Crew’s success as a non-bridal retailer in the space inspired the likes of ASOS, H&M, Ann Taylor, and Modcloth to launch similar lines catering to brides that weren’t looking to break the bank.
So why is the retailer shuttering a division that is so beloved by brides and bridesmaids alike? “J.Crew's bridal business became more of a burden than a boon,” a source told Racked. Apparently the promise of for richer, for poorer doesn’t mean much to the company, with reports citing the category as being “inefficient, financially speaking.”
While there was some talk of saving the line by creating cheaper versions of J.Crew’s bridal collection, concerns arose that it would dilute the brand and compromise the company's standards for quality.
Although things aren’t ending happily ever after for the division, it is not all bad news. J.Crew has reduced the price of their wedding and bridesmaid dresses on their site up to 30%. But you better act quickly if you want to snatch that dress you’ve had on your Pinterest board for ages, because once these pieces are sold out they’re gone for good.
