David's Bridal is extending its prom offerings with five pop-up shops and a new loyalty program. Called Diamond Prom, the program lets students earn points for purchases, get discounts and have a shot at scholarships and prom prizes.
The company launched Jules & Cleo, a line targeting young women, earlier this year and the clothing is sold online and in its 300 stores. But with the pop-ups, it hopes to make a bigger splash, catching Gen Z's attention as prom season approaches.
"The locations of the pop-ups are in highly trafficked areas," says Kelly Cook, chief marketing and IT officer for David's Bridal. The pop-ups are planned for Chula Vista, California; Fairfax, Virginia; Kansas City, Missouri; Glendale, Arizona; and Natick, Massachusetts, and will include grand openings, raffles and giveaways.
"We'll be implementing digital ads and earned media as well as in-store signage," as well as a presence on the Jules & Cleo TikTok account, Cook says.
In an email to Marketing Daily, she explains that the Diamond Prom program is meant to be socialized.
"The more students earn points at David's, the better their chances of winning something cool for prom at their school, such as a photo booth," she says.
The loyalty program is based on the Conshohocken, Pennsylvania-based retailer's Diamond program, which has 2 million members.
The program is free to join, and automatically enters the member for shot at a $1,000 scholarship. It offers one diamond prom point for every $1 spent on prom dresses, accessories, shoes, fragrances and alterations.
Members can share their diamond number with friends and family to earn additional points. And if 100 students from a single school buy their dresses at David's, they qualify for the photo booth.
Typically, proms happen from March through June. But customers start shopping as early as December or January. The pop-ups are scheduled to be open from February through May.
While prom dresses often go for $300 to $700, Cook says David's prices start much lower, emphasizing value and selection. "These are cute, trendy choices that start at $95, and the line is generally at a price point that's unprecedented in today's market while retaining the quality and style that prom-goers demand."