Chicago Bridal Market Recap: Key Takeaways and Next Steps

Last week, we were back at National Bridal Market in Chicago - exactly one year after introducing Dressit to the world. It was a full-circle moment, and just like last year, we were there to collect feedback, ask questions, and share what we've built so far. The industry gave us plenty to think about. Here's what we heard loud and clear—and where we're going from here.

“Becca, we need this technology right now!” -Jemilia (designer + boutique owner)

What We Learned at National Bridal Market chicago

Super Leads

One of the biggest takeaways from our conversations with boutique owners and designers is that our Super Leads feature will be a game changer. This feature is designed to attract the right brides to the right stores - those who are genuinely interested in unique offerings and are ready to make a purchase. It's not just about driving traffic - it's about driving intentional, qualified brides that are genuinely excited to say "yes" to the dress. This measurable feature can significantly increase sales and customer satisfaction.

Dressit Circle Collaboration

Another feature that really resonated was our Dressit Circle collaboration tool. This tool lets moms, friends, and family members join the pre-appointment journey, giving brides a space to share favorites, receive input, and create a collaborative shopping experience before even stepping into a boutique. This platform-specific feature brings the dress-finding journey into a more inclusive and social experience, while also helping brides feel confident in their choices before booking an appointment.

However, not everything landed as expected. We realized that creating an e-commerce feature was not as well-received as we initially thought. While managing sample and special order inventory remains one of the biggest pain points for boutiques, taking a marketplace approach to address it isn't the best solution right now. The reality is that marketplace-style price shopping could create more chaos and frustration for boutiques. Instead, we know that the best wedding dress decisions still happen in boutiques - and our job is to make it easier for qualified brides to find their way there.
We are not abandoning it, we are pivoting to a boutique-first solution.

Elite founding boutique + Industry partners

We had some fantastic conversations and welcomed Elite Founding Boutiques who will be leading regions such as California, New Jersey, New York, Chicago, and South Dakota. These early adopters will play a crucial role in shaping the future of Dressit and will benefit greatly from being among the first to embrace this innovative approach. We’re thrilled to have them on board and grateful for their support and belief in our vision.

We also connected with a few designers who expressed genuine interest in what Dressit is building and the valuable data it will provide. These conversations reinforced the importance of fostering strong partnerships between designers and boutiques to keep the industry thriving. As a former boutique owner, I know firsthand how vital it is for both sides to work together to create sustainable data-driven success. We’re paying close attention to these dynamics and are committed to building solutions that enhance collaboration and mutual benefit.

What's Next for Dressit: Our Plan Moving Forward

Dressit is not just another platform that pushes brides to any store. It's a boutique-first matchmaking tool that brings brides to boutiques because they've already fallen in love with the dresses, seen the unique vibe, and are drawn to the experience the store offers. These brides are excited, prepared, and educated. They're not window shopping—they're decision-makers, and that's the power of Dressit.

We're committed to remaining a boutique-first platform, allowing boutiques to drive the way forward. Our goal is to empower boutiques rather than overwhelm them, and that means focusing on high-quality, intentional leads that value the boutique experience.

The reality is that designers need boutiques, and boutiques need designers. The success of the bridal industry relies on these partnerships thriving together. Boutique owners have proven they can close sales when the right brides walk in the door. Dressit exists to make that connection easier and more intentional, while also giving designers the insights they need to better support their boutique partners.

From screen to store all in One platform

Our Super Leads feature is being updated right now and getting ready to release next week. This means that very soon, founding bridal shops will be able to start using Dressit as a powerful tool to attract brides who are genuinely interested in their stores. We are also putting marketing dollars behind our Ohio boutiques to drive traffic to the platform and help local brides discover their dream dress at their local boutique.

To help our bridal retailers get ready, we're creating how-to videos and resources to make it easy to set up showrooms and make the most of Super Leads and Dressit Circle. Feedback from boutiques continues to shape the future of Dressit, and we're excited to see how these features transform the way brides connect with local shops.

Thanks to everyone who stopped by and shared their thoughts with us at Bridal Market. Your insights and support are invaluable, and we can't wait to take the next steps together. We appreciate the continued partnership and look forward to making Dressit the best it can be.