One of the biggest bridal retailers in the US has included a same-sex couple in their latest television ad.
David’s Bridal will air a series of videos for their upcoming ad campaign.
The retailer’s focus on the LGBTI market comes after the company filed for Chapter 11 bankruptcy in November 2018.
The business is currently undergoing restructuring in order to stay afloat.
David’s Bridal latest ad campaign is a move to try and capitalize on non-traditional weddings – a market the company has struggled to reach in the past.
‘We wanted to make sure this spot represented what we see from brides today. We value every type of bride,’ says Liz Crystal, the company’s chief marketing officer.
The US Supreme Court’s legalized marriage equality in 2015. Since then, the same-sex marriage industry has been booming.
Same-sex weddings have contributed around $1.6 billion to the US economy, AdAge reports.
The videos will appear on TV slots and online.
Struggled to adapt to modern times
The company’s ad campaign suggests a move to reinvent the image of the formal wedding attire for same-sex weddings.
David’s Bridal has been a cornerstone of the wedding industry in the US for years, offering cheap and efficient services.
Self-billed as the ‘United States’ largest bridal retailer’, David’s Bridal claim to have provided dresses for one in three weddings in the country.
However, the traditional wedding clothier has struggled to keep up with modern trends.
This includes the ‘casualization’ of weddings, a trend where couples eschew traditional and more formal wedding clothing in favor of more casual attire.
‘I feel we owe this shift a lot to same-sex weddings,’ Brittney Drye, editor of Love Inc., told the Washington Post last year.
The wedding industry is extremely heteronormative, so as more same-sex couples started getting married during the marriage equality movement, they had to come up with their own rules for many traditions and styles.’
‘This opened the floodgates to all couples wanting to create a day that was representative of them.’