J. Crew Will Discontinue its Bridal Collection

J. Crew has decided to discontinue its bridal line, established in 2004. The stores have been experiencing declining same-store sales, which dropped eight percent this quarter. This was the eighth consecutive drop in sales.

J. Crew spokeswoman Margot Fooshee explained to Bloomberg that the decision was made in an effort to keep the brand focused “on what women like to wear to someone else’s wedding, versus what they would wear to their own.”

This decision has been in the works for awhile. Business Insider reported that J. Crew is discounting its bridal gowns by as much as 70 percent, which doesn’t suggest confidence in your product. It does mean cheap gowns, though, so take note, savvy shoppers, and hunt for bargains here.