Wedding gown giant David’s Bridal is utilizing a typically-sized model in its latest ad campaign as the company looks to represent a greater amount of its customers.
The Conshohocken, Pennsylvania-based wedding wear supplier turned to a Size 14 blonde "bride" for the ad campaign -- a move company leadership felt was long overdue.
"We’ve always seen a diverse group of women in our stores and felt it was important that we made a change to reflect that in our campaign imagery," said David’s Bridal senior vice president and chief customer officer Trevor Lunn. "It wasn’t that this season was precisely the right time to feature a size 14 model –- it’s something we should have been doing all along."
In 2010, WebMD and others reported that Size 14 was the average dress size in America even though retailers didn't always gear advertising and items towards that size.
David's Bridal's new ad campaign, shot in front of London landmarks like a red phone booth and Big Ben, (the company has 18 stores in the United Kingdom) features a beautiful bride with her smiling, bearded groom wearing items available at the company's more than 300 locations in America and Canada.
So far, so good on the response to the new bridal campaign.
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“We’re thrilled to hear such positive feedback from our customers on the new creative images and will continue to focus on inclusivity in future campaigns as well,” said Lunn.
David’s Bridal was founded in Fort Lauderdale, Florida in 1950. It remains very popular, David’s Bridal featured three of the Top 25 dresses of 2014, according to BridalGuide.com.