Ashley Krauss, CEO of A Little Something White Bridal Couture Presentation from The Luxury Marketing Council of Connecticut-Hudson Valley's event at Tiffany & Co. at The Westchester from June 9, 2015.

2. • 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

3. • 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

4. • Brides visit several stores before purchasing
• Expectations have risen, appreciation has risen
• “Not selling a bridal gown, selling an experience”
• Experience is
Friendliness
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

5. 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 stores
dominate (30%)
2. Brick and mortar dominates
3. Internet used more for
shopping than buying

6. 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

7. • Strapless
• Sweetheart Neckline
• Lace still dominates, but seeing brides start to expand beyond this
• Lighter-weight gowns
• Beautiful backs
• Customization

8. 1. What Brides Come To You For
2. Ability to customize is critical
What Brides Actually Purchase
Marketing
Focus Here!

9. 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

10. • #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

11. Questions?
Thank you!!!!!