In an era where shopping habits shift faster than ever, heritage brands are redefining the retail experience, seamlessly merging traditional values with cutting-edge technology. As small business owners assess how to engage customers in a post-pandemic world, the transformation of brands like David’s Bridal and Authentic Brands Group offers valuable insights.
David’s Bridal has transformed from a traditional dress retailer into a dynamic technology platform that not only sells bridal wear but integrates a cutting-edge AI wedding planner and a myriad of brand offerings. CEO Kelly Cook remarked, “For 75 years, we were a dress company that had a tiny bit of technology. Now we are a technology platform that not only sells dresses but also sells ads, sells 100+ other brands, and has the leading AI-enabled wedding planner.”
With the wedding planning landscape changing along with consumer behavior, David’s Bridal employs nearly 200 data points per bride to tailor experiences, significantly enhancing customer engagement.
The company has implemented a range of technological innovations, including a restructured website, digital point-of-sale systems, and a unique shop concept—Diamonds & Pearls—that features interactive screens and personalized styling. Elina Vilk, chief business officer at David’s Bridal, stated, “If a shopper from the ‘90s walked into today’s Diamonds & Pearls store, they would be pretty shocked.”
The shift is not exclusive to David’s Bridal. Authentic Brands Group (ABG), which oversees a portfolio of over 50 iconic retail names, is similarly harnessing technology to foster innovation. By utilizing a unified Shopify theme, ABG can rapidly launch new brands within a week, optimizing inventory and customer interaction all at once. EVP of Digital Alex Baillargeon emphasized, “Our business model is acquisition-based… There really was no option other than Shopify.”
This technological uplift is particularly vital as mobile traffic skyrockets, now accounting for 75-80% of interactions for many legacy brands. Rather than abandoning brick-and-mortar stores, these companies are investing in making them an integral part of a more valuable shopping experience.
As brands evolve, they focus on creating emotional connections with customers. As Alex notes, “Retail for us really is the stage… It’s about experiences that create actual human memories.” The emphasis on life experiences over transactions sets these companies apart from their digital-native counterparts. This is epitomized by David’s Bridal’s virtual styling teams who can successfully sell high-ticket items like $6,000 wedding dresses sight unseen.
Moreover, with the launch of the AI wedding planner named Pearl, David’s Bridal enhances its technological prowess further by utilizing robust data to offer personalized recommendations and streamline the planning process for brides.
However, transitioning to a technology-driven approach has its challenges. Heritage brands face the pressure to innovate while maintaining their core identity. Elina elucidates, “Before, we experienced a lot of toil… Now we can just focus on the experience.”
The shift from operational challenges to customer-focused innovation demonstrates the power of a unified commerce platform. Small business owners can glean that success in modern commerce hinges not merely on adopting tech out of necessity but on effectively intertwining it with established brand values.
The key takeaway for small business owners is clear: understanding your customers deeply and using technology to enhance what makes your brand unique can create unmatched shopping experiences. As Alex emphasizes, “What we really try to do is honor our long-time customers while also creating experiences that meet the customer where they are today.”
As heritage brands continue to break new ground, they highlight an essential lesson for smaller enterprises: a strong foundation enables agility and adaptability, fostering long-term success in an increasingly competitive landscape.
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