J. Crew is discontinuing its bridal collection after poor sales.
The company, helmed by creative director Jenna Lyons, has been struggling in recent years with declining sales.
Now it has ditched its wedding line after a continued sales slump which saw it discount dresses by as much as 70 per cent, according to Business Insider.
Company spokeswoman Margot Fooshee confirmed the news to the Business of Fashion and told the publication the retailer now plans to "focus on what women like to wear to someone else’s wedding, versus what they would wear to their own".
The brand's collection of bridal gowns, bridesmaids dresses were central to J. Crew's seasonal offerings, but financially were not performing well. On its e-commerce site, both wedding and bridesmaid dresses have been cut by 30 per cent until its bridal inventory sells out.
And in the spring, an expanded line of party and special occasion dresses reflecting the classic J.Crew aesthetic of feminine prints, bold colors, and fun florals, will be made available.
Industry insiders have blamed the demise of the bridalwear line on the high cost of materials like tulle, sequins, and lace, and a smaller market of potential customers shopping for wedding gowns and bridesmaid dresses versus those attending.
It's another costly misstep for the company, which has been criticized for failure to react to two market trends: cheap "fast fashion" and "athleisure" products.
In August (16), chief executive officer Mickey Drexler blamed a "challenging traffic environment" for hurting business.