Millennials, bridal, David's Bridal

Move over, Bridezilla. It’s time to make way for the Millennial bride.

With the generation’s penchant for all things Instagrammable and well-groomed product researching skills, David’s Bridal has introduced a hub for newlyweds to upload wedding videos — and brides-to-be to shop their looks.

As Millennial consumers increasingly gravitate toward active participation in product development and retail experiences, the user-generated content hub ticks off a number of shopper-demand boxes. “We’ve seen really high engagement when we’ve incorporated imagery showcasing an actual bride and her wedding party in our creative, on our site and on our social channels, and are very excited to offer her another way to gain inspiration, through video,” said Sam Norpel, vice president of digital commerce at David’s Bridal.

The new hub is copowered by Love Stories TV, a wedding Tumblr of sorts that houses real wedding films. “Our mission is to provide our community with a never-ending supply of inspiration and entertainment through our library of data-enriched real wedding videos and to give wedding filmmakers access to valuable exposure and clients. David’s Bridal has built a large and loyal brand following, but they understand the role of authentic content in commerce,” said Love Stories TV founder and chief executive officer Rachel Jo Silver.

The first e-commerce partnership for Love Stories TV, the collaboration comes at a strategic time. As Millennials mature, wedding planning and inspiration-sourcing is undergoing a metamorphosis, not dissimilar from the retail market at large.

“Unlike generations before who relied solely on printed wedding magazines, the Millennial bride is looking to Instagram, YouTube, Pinterest and other digital platforms to inspire her wedding planning,” said Norpel. “In fact, customer research tells us that when it comes to selecting a wedding dress, today’s bride is just as likely to be influenced by other brides’ real wedding photos as she is wedding magazines.”

Millennials crave authenticity from brands — this partnership aims to answer this. “Fifty-eight percent of Millennials expect brands to publish content before they make purchases and 43 percent rank authenticity as more important than the content itself,” said Elite Daily’s 2015 “Millennial Consumer Trends” report.

The David’s Bridal content hub achieves just that. Not only does it provide a dose of real-life inspiration, it displays the commitment to support its potential shoppers through her wedding-planning journey.

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