Eloquii broke into a new category last week as customer demand for bridal attire spurred the plus-size retailer to invest in wedding-weekend apparel for traditionally underserved customers.
The Walmart-owned brand said Bridal by Eloquii, launching this summer in sizes 14-28, responds to increasing interest last year in “white dresses,” one of the site’s top searches for all of 2021. Estimates peg 2022 as a bustling year for weddings, as couples who scrapped pandemic-era plans or are now moving forward with putting dates on the calendar are expected to host around 2.5 million ceremonies by the end of December.
Offering more than 50 items, Eloquii’s new collection caters to each moment in the bride-to-be’s matrimonial celebration, with fashion and accessories geared toward not just the “I do’s” but events such as the bridal shower and bachelorette party as well.
Eloquii CEO Mariah Chase said customers had already taken to shopping the brand for their wedding looks, making the leap into bridal a natural extension. “They know and trust our amazing fit, fashion-forward designs, quality, expertise in dresses and attention to detail,” she said in a statement.
Chase went on to say that “[g]etting married is a special time, and we want to make sure they have a breadth of styles for all of their wedding moments—from cutting edge fashion to the definitive ‘princess’ dress.” Focus groups revealed that Eloquii customers are interested in the full “wedding wardrobe” that can serve their engagement photos, ceremony and “everything in between,” Chase added. “There is a tremendous opportunity in bridal apparel and we are well positioned for this category expansion.”
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Eloquii expanded its existing sourcing matrix with “bridal specific partners” that specialize in creating garments with the kinds of premium materials featured in the collection, including lace, tulle, satin, sequins and embellished fabrics. And though the label faced the same supply chain challenges that have hampered brands across the board, the company said it has been able to adjust without impacting product quality, style and fit.
Prices start at $49 and top out under $900 for the bridal collection made in white, blush and pastel collection made with affordability in mind. Eloquii’s Instagram followers quickly voiced their enthusiasm for the launch. In response to a Feb. 28 post teasing four looks from Bridal by Eloquii, @allisonkimmey wrote, “Adding to my list for a future vow renewal!!!” while @alexheadbang commented, “This gives me the opportunity to shine like every straight sized girl on my pre-wedding events.”
When asked if Eloquii’s bridal collection could be part of the brand’s rental program, a spokesperson said “anything is possible.” Eloquii Unlimited’s “best-in-class cleaning process” sanitizes and process garments in a high-heat steam tunnel, the spokesperson added, meaning “delicate” items like embellished styles might not hold up well in a high-usage environment. Still, consumers have demonstrated an interest in sustainable weddings, with thrifted gowns and low-waste affairs finding fans among young consumers.