Gap Inc.
November 1, 2017
The collection introduces new style elements, reimagining tulle for Weddington Way’s millennial customer.
San Francisco, CA — November 1, 2017 — Weddington Way today announced the launch of its new Tulle bridesmaid and special occasion dress collection. This launch marks a significant expansion of the Weddington Way dress offering and includes nine distinct dresses and separates, designed based on customer insights and trends.
The collection features design elements new to the brand including pearl overlay, flutter sleeves and two-tone colors. This is also the first time Weddington Way will offer separates, including a tulle skirt. Featured throughout are the brand’s signature pockets, a customer favorite, as well as other details to ensure comfort and fit. Dress colors include trending shades such as cabernet, blush and dusty blue, and a brand new champagne-ivory combo, with prices starting at $195.
“At Weddington Way we put the customer at the center of everything we do, especially as we’re developing a new collection,” says Martha Tinker, Head of Merchandising at Weddington Way. “For example, we were hearing from our customers that they wanted to see dresses with sleeves, so we took that feedback and designed a dress to meet that need. Each style is designed so that customers find something they are looking for, or are surprised by something they didn’t even know they wanted. ”
The Tulle collection is available now for pre-order online at www.weddingtonway.com, where bridal parties and friends can create a virtual showroom to browse and select styles and sizes. The collection will also be available at Weddington Way’s 10 shop locations on November 15. With the help of a stylist, customers can feel and try on the dresses in a personalized environment, while their virtual showroom and orders are updated in real-time.
“This year we opened Weddington Way shops across the country, and these shops have added an additional point of connection between our team and customers,” says Ilana Stern, Founder and General Manager of Weddington Way. “This connection has helped us continue to evolve the way we design for the needs and desires of our customers, making the Tulle collection a truly one-of-a-kind, trend-informed but customer-driven collection. We can’t wait to hear how our customers like it.”
About Weddington Way
Weddington Way is the new way to shop for bridesmaid and special occasion dresses. The San Francisco-based fashion brand pioneered the community-centric shopping experience that lets friends shop together in a virtual showroom, and now offers an extension of that experience with shops across the country. Weddington Way, which designs and manufactures fresh and modern dresses for millennial women, was founded in 2012 and joined Gap Inc. in 2016. For more information and shop locations, please visit www.weddingtonway.com.
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