Modern brides are demanding more affordable dresses from indie brands—and David’s Bridal is struggling to stay in vogue.

Modern brides are demanding more affordable dresses from indie brands—and David’s Bridal is struggling to stay in vogue. Moody’s dropped David’s Bridal rating to “negative” from “stable,” as “a reflection of the intense competition in the sector and casualization of both gowns and bridesmaids dresses.” H&M, Asos, Reformation, and Anthroplogie all offer off-the-rack alternatives to expensive and ornate wedding gowns. And though David’s Bridal has introduced a similar line, the dresses are less profitable. Some say marketing is the culprit because the staid brand needs to convince Millennial brides that they’re more than just a warehouse. (Insider)