Dallas Bridal House
Industry: Specialty Retail/Bridal
Concept: New bridal store in Dallas providing off-the-rack designer wedding dresses available immediately, and a full-service shopping experience.
Key Differentiators: Unlike traditional bridal stores that special order dresses taking six to nine months to arrive, Dallas Bridal House stocks hundreds of designer dresses available for purchase the same day. Located in a re-furbished historic home, the store offers an individualized, memorable experience for the bride and her group.
Challenges: Bridal is a highly competitive market with three additional new stores in the Dallas metro within the past year. Rising above the noise to capture market share is imperative. With bridal being a highly traditional market space, it is difficult to offer much that is new in the dress shopping space that will be palatable to such a tradition-loving consumer.
The Process: Being a new business, Dallas Bridal House (DBH) needed to build a strong brand identity. The concept was decided, now it was time to build the brand blueprint.
To begin the branding process, we held a series of meetings with key stakeholders to assess the vision and goals for the business. We held focus groups with potential customers to learn the current mind-set and experiences of brides, analyzed the competitive landscape, and distilled our findings into a rough draft document for our key stakeholders. At this stage we held a SWOT analysis with the stakeholders.
All the findings and analysis were used to develop a strong brand positioning statement that stakeholders could rally behind.
Once the positioning statement was determined, the brand organically evolved. A brand blueprint document that included logo usage guidelines, company fonts and colors, key descriptors, image guidelines, language guidelines for both written and oral communications, customer touch-point guidelines, and a prioritized marketing execution plan (to name a few) was provided.
From this document our team works together with key stakeholders at DBH to execute a measurable and effective marketing strategy with quarterly result assessments. The strategy includes web design and development with an e-commerce platform that integrates into their CRM and POS system, content creation, SEO and SEM, social media management, photoshoot oversight, and tradeshow and event coordination.