David's Bridal to offer Fit Guarantee for brides amid GLP-1 driven weight changes
David's Bridal is helping ease brides' anxiety over finding the right wedding dress with a new service.
David's Bridal CEO Kelly Cook spoke with ABC News Live to talk about Fit Guarantee, which is rolling out in May to help eliminate fit anxiety for all brides.
Starting on May 12, if a dress is purchased in store or online for brides, mother-of-the-brides, or bridesmaids, Cook said Fit Guarantee will allow the dress to be held right before the event and that David's Bridal will guarantee that the dress fits properly.
The new service comes amid the rise of GLP-1 weight loss drugs among some brides who are trying to lose weight before their big day.
First reported in The Wall Street Journal, GLP-1 weight loss drugs are changing the bridal industry, particularly when it comes to wedding dresses, with frequent alterations or brides even ordering dresses in smaller sizes than they currently wear.
The WSJ said that some bridal salons are even asking brides to sign legal waivers to help protect stores when brides size down dramatically and later run into alteration issues before the big day.
"Size anxiety has always been one of the number one things brides are worried about," Cook said. "But it's at a heightened level that we haven't seen before."
She added that at the end of last year, David's Bridal saw a 25% increase in rush orders and a 20 percent increase in brides buying dresses within eight weeks of their wedding.
Cook said that David's Bridal also saw an increase in anxious brides who were "so worried about the dress fitting after their body was changing. So we knew we needed to do something really special to serve them."
With the rise of GLP-1 weight loss drugs, Cook said that the timelines for many brides leading up to their weddings have changed, too. She said that wedding dates are going out "a little further" because some brides want to lose weight.
"We're proud to have Fit Guarantee, because we're not only going to extend the fit guarantee to dresses we sell, we're extending it to every bridal gown sold even if it's sold at one of our partner boutiques out there," Cook said. "We want to absolutely, 100 percent eliminate fit anxiety for every single bride."
