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David’s Bridal launched a private label prom dress brand to go after teens. 

Feb 09 2022

David’s Bridal launched a private label prom dress brand to go after teens. With proms and spring formals on the horizon, David’s Bridal is hoping to pique teens’ fashion interest with Jules & Cleo, a juniors eventwear private label. Though the brand has sold prom dresses for two decades, Jules & Cleo is David’s Bridal’s first exclusive line for teens, featuring an assortment of trendy styles at a lower price. Jules & Cleo has also joined TikTok to introduce teens to its on-trend offerings, and David’s Bridal hopes Jules & Cleo will help them retain “lifelong” customers, whether they be looking for prom dress, wedding attire, or any other formal event wear. Prom has looked vastly different for Gen Z the past two years, and they’re looking forward to what 2022 has in store. (Modern Retail)