Dive Brief:
The company introduced a Try-at-Home feature, which lets brides-to-be view wedding dresses, connect with virtual stylists and order their selections to try on from home, according to the company statement.
The company rolled out the Try-at-Home feature to reach brides who were wary of visiting traditional bridal salons during the COVID-19 pandemic, per the company statement.
Dive Insight:
The coronavirus pandemic has made it difficult for traditional bridal retail companies to service brides and their wedding parties, so Avery Austin saw this time as an opportunity to introduce the platform to consumers, Justin Yeh, co-founder of the Avery Austin brand, said in a statement. Though the company s e-commerce brand is new to the market, Avery Austin has been designing, manufacturing and selling bridal gowns for more than 30 years and opened its first store in 2010. The company now has five total locations, Yeh said in an email.