David’s Bridal invests in its creator strategy as part of its post-bankruptcy comeback

This story was originally published on sister site, Modern Retail. David’s Bridal, the largest bridal retailer in the U.S., is investing more heavily in creators as part of a broader push to modernize the business. One of the retailer’s biggest new creator initiatives is its Style Squad ambassador program, which the company launched in January. The program brings together a mix of external creators and internal employees, known as “Dream Makers,” who produce shoppable content across their digital channels. Style Squad now has more than 250 ambassadors and has received about 500 applications, according to David’s Bridal executives who spoke to Modern Retail in late March during Shoptalk Spring in Las Vegas. Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.