In episode 226 of Total Retail Talks, Executive Editor Joe Keenan interviews Sheila Sciocchetti, divisional merchandise manager at David's Bridal, the largest American bridal store chain, specializing in wedding dresses, bridesmaid dresses, and other formal wear, as well as accessories and gifts. Listen in as Sciocchetti discusses the company's new bridesmaid gifting program, why David's Bridal identified this category as an opportunity for growth, and how the bridal retailer is implementing the pilot program in its stores. She shares how bridesmaid gifting is a growing trend, what types of merchandise brides may be shopping for, and the personalized products available at the in-store gifting stations. The gifting stations are currently in 25 stores across 10 states and will be rolled out in all David’s Bridal stores in January 2020, following positive results from the initial pilot program. Sciocchetti discusses the opportunity to form brand partnerships within the bridesmaid gifting program, why social media is a huge driver for the gifting category, and how word-of-mouth is leading to customer acquisition for David's Bridal.
Sheila Sciocchetti serves as divisional merchandise manager at David’s Bridal, and is an accomplished merchant leader in the fast-fashion/contemporary space with a successful history of identifying and maximizing emerging trends. At David’s Bridal, Sciocchetti leads the strategic vision, product sourcing and development for the Accessories division with an emphasis on reinventing the business with a more contemporary focus. As a seasoned merchandising expert, her leadership is instrumental to the merchant teams across a variety of categories, including accessories, lingerie, footwear, gifts and décor.
Prior to this role, Sheila served as the divisional merchandise manager for Special Occasion and Designer Dresses at David’s Bridal, and has been with the company since 2015. Sheila has previously held merchandising and buying positions at fashion retailers including Charlotte Russe, Forever 21, Arden B. and Urban Outfitters, where she managed the accessories, jewelry, intimates, beauty, activewear and swimwear merchant teams. In 2012, Sheila was inducted into Accessories Magazine’s Merchants Hall of Fame, highlighting her expertise and commitment to the fashion and accessories industry.