David’s Bridal has launched an immersive commerce experience that brings wedding attire directly into shoppers’ homes through 3D and augmented reality (AR). The technology, developed in partnership with Vertebrae, enables customers to view bridal gowns and bridesmaids’ dresses at a full 360-degree angle.
Customers browsing on the David’s Bridal website can access 3D and AR visualizations of the brand’s 50-plus best-selling dresses directly from product pages without needing to download a separate app. The technology allows customers to see life-size gowns and zoom in to examine intricate details while comparing them to other wedding party outfits.
Following shutdowns from COVID-19, the bridal retailer has been innovating with various tools to bring the boutique experience online, including a virtual wedding stylist, virtual video appointments, and an online wedding vision board, checklist and website builder. The 3D and AR technology feature represents the next step in moving David’s Bridal toward a digital-first, omnichannel experience.
“David’s Bridal has always relied on the high-touch, personalized experience of visiting a boutique to select just the right dress for the big day,” said Lizzy Ellingson, Chief Digital Experience Officer at David’s Bridal in a statement. “With the temporary shutdown of stores in early March, we took the opportunity to reimagine the experience and help bring excitement to shoppers at home. Vertebrae’s renderings enable brides to be, and their bridesmaids, the ability to view life-sized digital renderings in fine detail, boosting their confidence to narrow down options and buy online, which is something we know brides are becoming more comfortable with every day.”
Following the initial launch, new styles of bridal gowns and bridesmaids’ dresses will be added into the 3D and AR assortment on a weekly basis.