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PR Rock Head Award: Wedded waste

Priscilla of Boston, a high-end bridal boutique that recently went out of business, found itself in PR trouble this week after photos of an Edina store employee destroying thousands of dollars worth of wedding gowns surfaced.  In accordance with company policy, the boutique’s unsold designer wedding gowns were sprayed with red paint and thrown away in a dumpster.

Area business owners and residents reacted strongly against the policy, saying that the company should have recycled the dresses or donated them to nonprofits that provide gowns to low-income brides, such as Operation Glass Slipper.

In response to the outrage, Patrick Walsh, president of Priscilla of Boston, issued the following statement:  “Priscilla of Boston has always donated quality bridal gowns to a variety of causes.  We do not, however, donate unsaleable dresses that are damaged, soiled, or in otherwise poor condition.”

An industry expert interviewed by the Star Tribune said that many designer bridal boutiques are contractually obligated to destroy unsold merchandise to prevent resale.  Priscilla of Boston did not comment on whether this policy dictated the boutique’s actions.

Priscilla of Boston’s parent company, David’s Bridal, still operates several stores in the Twin Cities, making it important that Priscilla rights the public’s negative perception of the company.

We recommend that Priscilla of Boston (or David’s Bridal) increase its focus on benefiting organizations in the Twin Cities like Operation Glass Slipper.  It could also organize a discussion among bridal designers and boutiques about the industry’s unsold merchandise policies.

No matter what, the boutique needs to acknowledge the fact that people are upset with its actions and try to right the wrong.



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