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Tears of a Bride: Priscilla of Boston brand faces major PR crisis January 17, 2012

Posted by rmshepard in Uncategorized.
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David’s Bridal, parent company of the swanky Priscilla of Boston bridal boutique, announced in September 2011 that it would close all of its Priscilla stores nationwide. While closing the stores, though, the company found itself in a major PR crisis after employees were caught destroying perfectly good wedding gowns. Employees in a Minnesota store, for instance, were seen spray painting dresses and throwing them into dumpsters. Many critics pointed out that the dresses could have been donated to charity. When called out on the unnecessary destruction of the gowns, David’s Bridal stated:

” Like many of you, we were disheartened by imagery of a small number of unsold bridal gowns being destroyed following a Priscilla of Boston salon closure in the Midwest. As the parent company of Priscilla of Boston, we fully understand the anger and frustration that many people are feeling about this occurrence. While it has been Priscilla of Boston’s policy not to make donations of sample dresses that are in poor condition, we recognize that some of these dresses could possibly have gone to worthy causes. David’s Bridal has already begun bringing together all of the remaining Priscilla of Boston gowns to evaluate them and ensure that they are donated to our charitable partners wherever possible. From all of us at David’s Bridal, we truly appreciate hearing your sentiments. We believe that every bride deserves a beautiful gown, and we will continue to honor that commitment.”

For more on this story, see the news report from the following site:


Discussion Questions:

1.  Why might have David’s Bridal ordered the destruction of the gowns not sold by closing Priscilla’s stores?

2.  Why was this destruction so offensive to consumers?

3.  Was the response to the crisis by David’s Bridal sufficient in repairing its image?



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