• What is bridal fashion?Bridal gowns

Bridal party dresses

Accessories (veil, jewelry, shoes, etc.)

Alterations

• How do we define luxury? Those who spend more than $2,000 on

a bridal gown

Luxury Segment

• The average cost of a bridal gown purchase (nationally) has increased by 16% from 2011-2014

Spending has bounced back since the financial crisis but people are more value conscious

• Education is required in helping brides to set their budget, which are often arbitrary

• The value conundrum

• Bridesmaids dress spending is flat

• Brides will splurge on accessories

• Brides visit several stores before purchasing

• Expectations have risen, appreciation has risen

• “Not selling a bridal gown, selling an experience”

• Experience isFriendliness

Knowledge

Flexibility

The Little Things

Commitment

Going above and beyond

Never ending

• Does Experience Win?

65%

70%

75%

80%

85%

90%

95%

Shopping

Atmosphere

Salesperson's

knowledge

Special offers Bridal

magazines

available

Special events Special

treatments

Important Factors to a Bride When Shopping

0%

10%

20%

30%

40%

50%

60%

National Bridal Chain Independent Local

Bridal Salon

Department Store RTW store/website Online at e-retailer Other

Finding the Gown

Shopping

Buying

Takeaways

1. Independent storesdominate (30%)

2. Brick and mortar dominates

3. Internet used more forshopping than buying

Illusion

neckline

It must have

some sort of

strap!

Nothing too

full, but nothing

too fitted!

Lace

Fit and flare

or Trumpet,

definitely

Definitely no

lace!

A-line

Definitely no

bling!

Beading

Sheath

Strapless

Ballgown

No Strapless

Any fabric

but satin

Anything but

strapless!!!!

Something

Unique

Something

Simple

Something

Comfortable

Beautiful

Back

Low Back

• Strapless

• Sweetheart Neckline

• Lace still dominates, but seeing brides start to expand beyond this

• Lighter-weight gowns

• Beautiful backs

• Customization

1. What Brides Come To You For

2. Ability to customize is critical

What Brides Actually Purchase

Marketing

Focus Here!

Before

• Research: Magazines, Wedding Websites, Word of Mouth

• Social media: Non-existent

• Websites primitive

• Purchasing done in-store

Connecting with your brides done predominantly in person

After

• Research: Smartphones, Wedding Website, Word of Mouth

• Social media: Overpowering

• Websites complex, online presence reflects in-store experience

• High communication expectations

• Purchasing done in-store

Connecting with your brides much more complex

• #1: Word of mouth / reputation

• Power and Peril of Social Media

• Online presence Mobile-Optimized Website The Knot

Social Media Wedding Wire

Blog

• Quality of communication important

• Collaboration with other professionals but not exclusivity

• Reviews critical!

• Connect with the person paying…and the guests

Questions?

Thank you!!!!!