If you’re looking to score a great deal on a wedding dress, we hear there might be sales going on over at J. Crew, after the retailer announced it’s getting rid of its bridal business.

After attempting to attract new customers by offering wedding gowns and other bridal wear, J. Crew has decided it’s not the right way to go, Business Insider reported.

Instead, the retailer is planning to “focus on what women like to wear to someone else’s wedding, versus what they would wear to their own,” a spokeswoman told Bloomberg in an email.

A quick visit to the J. Crew site shows red markdowns all over the place, likely as the company tries to quickly shed all that inventory it was having trouble selling before. Once the merchandise is gone, it’s over — no more bridal line, a J Crew weddings specialist told BI.

J. Crew, like many retailers, has been struggling to boost sales after turning off many shoppers with price increases and other branding miscalculations: same-store sales dropped 8% in the second quarter, Bloomberg notes, which was the eighth straight quarter of declines.

Chief Executive Officer Mickey Drexler blamed a “challenging traffic environment” for hurting business in August, Bloomberg notes.

J. Crew is getting rid of its entire bridal line [Business Insider]
J. Crew to Discontinue Bridal Business in Chain’s Latest Misfire [Bloomberg]

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