David’s Bridal’s Price Parity Program Will Eliminate The Added Cost Of Plus Size Dresses
Laura Lee - December 31, 2019

Have You Earned Your Tomorrow

By Edgar Guest

Is anybody happier because you passed his way? Does anyone remember that you spoke to him today? This day is almost over, and its toiling time is through; Is there anyone to utter now a kindly word of you?

Did you give a cheerful greeting to the friend who came along? Or a churlish sort of "Howdy" and then vanish in the throng? Were you selfish pure and simple as you rushed along the way, Or is someone mighty grateful for a deed you did today?

Can you say tonight, in parting with the day that's slipping fast, That you helped a single brother of the many that you passed? Is a single heart rejoicing over what you did or said; Does a man whose hopes were fading now with courage look ahead?

Did you waste the day, or lose it, was it well or sorely spent? Did you leave a trail of kindness or a scar of discontent? As you close your eyes in slumber do you think that God would say, You have earned one more tomorrow by the work you did today?

As many of us know, brides have a lot on their minds while planning their wedding. From finding the perfect venue, the right photographer, and managing friends and family stressors, brides have a lot to juggle. And one aspect of shopping that should be fun but almost always isn’t is dress shopping. It’s already hard to find the dress that is everything a bride has ever wanted, and then it’s even harder when brides have to pay extra for accessible, size-inclusive styles. David’s Bridal is here to change that.

Customers go to David’s Bridal to find gowns in sizes 0-30W with prices that are often more affordable than other stores. David’s Bridal will now offer the same price for gowns of the same style, regardless of size as part of its new price parity program.

David’s Bridal is now committed to paving the way in the bridal industry and price fairness is their first mission. Price parity means eliminating the markup seen when a gown moves from traditional straight sizes (usually gowns size 14 or below) to plus sizing. All gowns, including bridesmaids’ dresses, will retail for the same price regardless of size.

According to Bridal Guide, plus size gowns are often more expensive than traditional sized options because manufacturers charge more for fabric, beading, and lace. This is sometimes referred to as the fat tax. It’s important to realize that the wedding industry isn’t alone in this phenomenon.

David Bridal’s CEO Jim Marcum spoke with Bustle about the decision to equalize shopping prices. “We’ve immersed ourselves in our customer. What is our customer telling us? What does our customer feel? What does our customer think about us? Price parity was an issue that came rising up to the top. It’s an emotional issue,” Marcum says. “As we are doing everything we can to bring the consumer back to the center of everything we do, we felt this was an incredibly important issue that we take on.”