Azazie broadens its product line to include bags and footwear
In the ever-evolving world of online retail, Azazie, the bridal fashion retailer founded in 2014 by Charles Zhong, has made a significant mark. Initially specialising in customisable, made-to-measure bridal gowns and bridesmaid dresses, Azazie has since broadened its horizons, becoming a comprehensive direct-to-consumer (DTC) destination for all bridal and occasion wear needs.
The company's expansion strategy has been evident since 2014, as it ventured into additional categories and products. This transition saw the introduction of accessories related to bridal and occasion wear, as well as a variety of occasion wear beyond bridal gowns, catering to different event styles.
Azazie's growth shows a clear evolution from a bridesmaid dress specialist to a leading e-tailer for diverse bridal and occasion fashion products. This expansion has been driven by customer demand, reflecting the company's commitment to meeting the needs of its global customer base.
The company's success is reflected in its impressive sales figures. In 2021, Azazie saw a year-over-year jump of 180% in revenue, and in 2022, total sales revenue increased by 130% year over year from 2021. In 2022, Azazie is selling its collection of dresses at a rate of 5,000 per day.
Azazie's commitment to customer satisfaction is evident in its services. The company offers a try-at-home program for up to three dresses, ensuring customers can find the perfect fit. It also caters to a wide range of sizes, from 0 to 30, and takes custom orders.
In terms of international reach, Azazie offers international shipping, enabling it to serve a global customer base. The company has recently expanded its selling territories to include Canada, Europe, Mexico, and Australia.
Azazie's product range has also expanded to include shoes and bags, priced under $70, for weddings and major occasions. The footwear collection includes 25 styles in various colours and nine unique bag silhouettes, with designs that include square heels, wedges, closed-toed, and embellished with gems in a colour palette of white, blue, black, gold, and silver.
In December 2021, Azazie expanded its product offerings through a partnership with Kendall + Kylie, introducing shapewear, cocktail and party dresses to its collection.
Despite its growth, Azazie remains a pure-play brand and has no plans to open brick-and-mortar locations or partner with retailers. This strategy has proven successful, as many consumers, especially younger ones, prefer to shop online.
Azazie's high ratings for quality, service, and fit, along with its active promotions and discount offerings, make it a favourite among consumers. The company's continued growth and expansion indicate a bright future for this innovative e-tailer in the bridal and occasion wear market.
- Azazie has ventured into various categories beyond bridal fashion, offering a broad selection of products such as accessories, shoes, and bags, all priced affordably under $70 for important occasions.
- The company's strategic expansion in 2021 included a partnership with Kendall + Kylie, which added shapewear, cocktail, and party dresses to its fashion-and-beauty offerings.
- In alignment with the growing trend of online shopping, Azazie, a leading e-tailer for bridal and occasion wear, does not plan to open physical stores or partner with retailers, catering instead to the preferences of worldwide consumers who enjoy their shopping lifestyle from the comfort of their homes.
