First of all, David’s Bridal is alive and well. And with the latest step in its tech makeover, it hopes to be thriving soon.

Fresh off a strategic pivot to an “asset-light,” tech-powered model, the legacy wedding dress retailer officially tapped Shopify for a new integration that allows it to “unify its e-commerce and in-store operations” with shoppable screens, enhanced checkout experience, and streamlined omnichannel inventory, according to a company release. Shoppers can also view and purchase the full David’s catalog from in-store screens and have their picks shipped directly to their doorstep.

“We’ve been in existence for 75 years; we’ve dressed over 100 million women in that time frame and so we’ve captured a lot of information on brides and bridesmaids and mothers over the years,” David’s Bridal CEO Kelly Cook told Retail Brew on a Zoom call while navigating a busy airport. “The No. 1 emotion a bride feels for 18 months is anxiety…She gets proposed to, and she’s happy for about 15 minutes, and then panic sets in…It was clearly evident to us that we needed to rethink the technology that she’s interfacing with.”

A key part of rethinking that technology has also been streamlining inventory with “tens of thousands of dresses.” Cook said, adding as part of its new Shopify tech, the retailer is “quintupling” its number of dresses online.

Keep reading here.—JS

If a new survey from Deloitte proves correct, don’t expect a blowout back-to-school shopping season this year.

The survey estimates consumers will spend $570 per student, down $16 from last year and 7% from 2021. Total spending is expected to hit $30.9 billion, roughly flat year over year, as parents prioritize essentials, trade down where possible, and spread out their purchases.

“Parents are laser-focused on preparing their children for the school year, but we expect back-to-school spending to remain flat amid economic headwinds and financial concerns across income groups,” Natalie Martini, US retail and consumer products sector leader for Deloitte, said in a statement.

However, not every income group is pulling back equally.

Keep reading here.—AV

Sports equipment and apparel brand Salomon is largely known around the world for its winter sports gear, and for good reason. The company, which has been around since 1947, contributed to the invention of seven Olympic sports, including ski cross, boardercross, snowboard halfpipe, and freestyle skiing, according to Global Chief Brand Officer Scott Mellin.

While winter sports remain core to the brand, Mellin wants its reputation to stretch further beyond the slopes and deeper into culture, much like how Jordan Brand is linked to basketball, or how Vans has come to represent surf and skate culture.

Keep reading here on Marketing Brew.—AM