How does one go about reinventing an industry that has been around for centuries? Just ask the small-but-mighty team at Weddington Way, the newest addition to the Gap Inc. portfolio. Weddington Way is a digital-first wedding party boutique whose mission is to provide the best bridesmaid and special occasion dress shopping experience on earth.
And they are well on their way.
A major pain point in bridesmaid dress shopping is that it’s a group activity, but rarely is the group physically together to shop for the right colors, fabrics and styles. Since launching in 2012, Weddington Way has offered a solution by creating an experience that lets friends shop together in a “virtual showroom.”
On WeddingtonWay.com, brides and bridal parties can shop an extensive selection of namesake-line bridesmaid dresses, and like and comment on favorite styles in the virtual showroom. With exclusive dress collections and a curated selection of wedding party gifts (all of which can be shipped globally!), brides and their parties can make it all happen together, no matter how far apart they live.
And since breaking boundaries has always been a part of the brand’s ethos, Weddington Way is excited to announce a new element to the experience – Weddington Way shop-in-shops exclusively found in select Banana Republic flagship stores.
Beginning with the Grant Avenue location open now in San Francisco, and rolling out in a handful of major cities across the U.S. over the summer, the new shops offer a personalized experience that includes the opportunity to work with stylists, take home free swatches and browse a range of accessories and gifts.
“We put our customer at the center of everything we do,” said Ilana Stern, founder and CEO of Weddington Way. “Leveraging space in select Banana Republic stores is just one exciting way we’re using Gap Inc.’s scale to bring the Weddington Way experience to more customers, while offering her the elevated and easy shopping experience she’s looking for.”
In addition to shopping in person, Banana Republic offers merchandise that can complement a Weddington Way bridesmaid dress – think shoes, accessories or even suiting.
While weddings have been around since the beginning of time, Weddington Way makes the experience relevant and fun for the bride and her party today. With its test-and-learn approach and appetite for mixing it up, Weddington Way makes for an exciting addition to the Gap Inc. portfolio.