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Founded in 2014 by Charles Zhong, online retailer azazie introduced bespoke tailoring (in sizes 0-30) to its affordable bridal space just a year later. With a sustainable approach to wedding dress design, the dresses are made to order and typically “try it at homeoption is used. The program invites brides, bridesmaids, or other members of the wedding party to select three different looks to be delivered to their homes anywhere in the United States in app The try on feature allows shoppers to customize the skin tone and body type of the model they see on the product page so they can better envision how it will look on them.
According to Chief Marketing Officer Ranu Coleman, it’s technology like this that has helped the bridal retailer gain momentum. “We follow fashion week and bridal wear very closely to stay ahead of the trends. We also study customer behavior on our website and app for keywords that are gaining importance,” she tells POPSUGAR. “In addition, we consult our customers before we launch new styles and everything we do is data and trend driven.”
Coleman revealed that for 2023 the research led the team to invest heavily in 3D embellishments, floral patterns and interesting surface textures – all of which will be reflected in the current best-selling dresses. Coleman says the company typically sees a surge in sales and traffic immediately after Christmas, since the holidays are such a popular time to get engaged.
While the wedding dresses are appealing because they can be ordered from the couch – and most of them are well under $1,000 – the bridesmaid deals are also desirable Serena Williams memorably sporty the Kaleigh Candy pink silhouette for girlfriend Hayley Schinault’s special day in 2019.
Discover Azazie’s best-selling wedding dress in advance, as well as the most popular dresses of the year.