Abercrombie & Fitch Co. has decided to venture into the bridal market with a new collection comprising over 100 pieces for brides, bridesmaids, and wedding guests, ranging from $80 to $180.
Recognising the importance of evolving alongside its customer base, Abercrombie sees the bridal collection as a natural extension of its portfolio, targeting individuals in their twenties through forties, particularly those embracing more casual styles for long weekends and special occasions.
Through its entry into the bridal market, Aberchrombie & Fitch aims to cater to a range of wedding-related events from showers to honeymoons. However, the market poses several challenges for the brand including an established presence of competitors who have already carved out their niches. To survive this competition, Abercrombie needs distinguish its bridal line from the rest through innovative design and quality craftsmanship.
Furthermore, shifting wedding trends, such as couples financing their own ceremonies and the decline of traditional bridal retailers like David’s Bridal, have created opportunities for new entrants. The rise of online and affordable options, including those offered by Amazon and other fashion retailers, has intensified competition.
To capture market share, the company must offer unique features and impeccable quality that resonate with brides seeking affordable yet distinctive attire. While investing in design and quality may incur additional costs, it presents an opportunity to attract budget-conscious shoppers looking for value beyond the traditional bridal spectrum.
Despite the overall decline in weddings and changing consumer behaviors, there remains a sizable market segment willing to invest in moderately priced bridal attire. Abercrombie can leverage its expertise in brand revitalization and product quality to establish its presence in this space under the leadership of CEO Fran Horowitz.
In essence, Abercrombie's foray into bridal wear represents a strategic move to diversify its offerings and capture a share of the evolving wedding market. By focusing on differentiation and quality, Abercrombie aims to carve out its niche and build upon its success in redefining its brand image.
