Communication Research Project: Aire Barcelona Bridal by Alexandra Gonzalez Baldwin

Table of Contents: 0.ABSTRACT ……………………………………………………………………..………P. 3 1.CREATIVE & ADVERTISING STRATEGY ……………………………………...P. 424 1.1 Brainstorm Proposal…………………………………………………………..P. 45 1.2 Current Brand Narrative for Aire Barcelona………………………………….P. 67 1.3 Moodboard for Aire Barcelona…………………………………………...……..P. 8 1.4 Copy Strategy Statement…………………………………………………..…....P. 8 1.5 Strategy Proposal & Media Mix……………………………………………..P. 910 1.6 Content Strategy.…………………………………………………………...P. 1016 1.7 Moodboard for Aire Bridal…………………….………………………………P. 17 1.8 Proposed Brand Identity Onion: Aire Bridal……..……………………………P. 18 1.9 Storyboard………………………………………….………………………P. 1820 1.10 Calendar……………………………………………..……………………P. 2123 1.11 Metrics & KPI……………………………………….……………………P. 2324 2.CONCLUSION ………………………………………………...………………………P. 25 3.ANNEX ………………………………………………………..……………………..P. 2664 3.1 INTERNAL ANALYSIS :........................................................................... P. 2636 3.1.1 Company Analysis………………………………..……………....…………P. 26

3.1.2 Timeline of the Rosa Clara Group……………...……………………P. 27 3.1.3 Target declared by Aire Barcelona……………………………….P. 2728 3.1.4 Persona Canvas of Aire Barcelona………………..…………………P. 29 3.1.5 Brand Identity Onion: R osa Clará…………………………………...P. 30 3.1.6 Competitive Strategy of Aire Barcelona………….……………...P. 3031 3.1.7 Marketing Mix for Aire Barcelona………………….……………P. 3133 3.1.8 Communication Analysis for Aire Barcelona……………………P. 3336 3.2 EXTERNAL A NALYSIS……………………………………….…………P. 3764 3.2.1 PEST Analysis………………………………....…………………P. 3739 3.2.2 Context Map Canvas…………………………………………….P. 4042 3.2.3 Market Analysis Insights…………………………………………P. 4350 3.2.4 Competition Analysis…………………………………..………...P. 5153 3.2.5 Benchmark Analysis……………………………………..………P. 5457 3.2.6 SWOT Conclusions & Key Success Factors f or the Future…………P. 58 3.2.7 Current Copy Platform………………………………………...…P. 5961 3.2.8 New Copy Platform Proposal for Aire Bridal……………………P. 6163 3.2.9 Customer Journey Canvas……………………………………..…P. 6364 4.WORK CITED …..………………………………………………………………….P. 6571

0. ABSTRACT:

In this project a revolutionary advertising campaign has been created for Aire Barcelona, the sub brand of the successful Rosa Clara Group, to better target European millennial brides. After analyzing the brand and the current market trends for the bridal industry, a new brand strategy has been produced for Aire Barcelona. In order for the campaign to work, the brand must implement the new changes proposed.

1. CREATIVE & ADVERTISING STRATEGY:

1.1 Brainstorm Proposal: Shown below is an organized result of our brainstorm, where our ideas have been categorized. The parts highlighted were implemented into the advertising strategy. Events: The proposal regarding future events for the brand might be to appear in different LGBTQ events to show support in that community and to be apart of the bridal fashion week show as Rosa Clará is.

Packaging: Offer of either white or grey bags/boxes with the name of the brand and the slogan in pink. Transparent bags with pink slogan.

Changes of the brand: The brand values needs to be strengthened. This can be reflected with the creation of slogans or hashtags such as Love is for everyone, #breathelovebyaire, and A dress for everyone. On the other hand, the brand will strengthen their values on how their products are for everyone, which will differentiate them from other brands in the Rosa Clara Group. The brand will also change their name from Aire Barcelona to Aire Bridal for their ever growing global audience, including Europe, to better understand their name. Moreover, the brand will offer a larger range of products with affordable prices . The consumer will find new items available, such as the new category of tuxedos. The bride will also have the possibility of personalising minor details in their dresses and/or tuxedos. Furthermore, to expand the brand and to create brand awareness, Aire Bridal can do occasional collaborations with wellknown designers who transmit Aire’s values.

Online/Network experience: The brand will offer the possibility of purchasing select product categories online (i.e. accessories, sample dresses). Also, on their own webpage, the brand will have a blog where brides are able to post about their wedding day, their experiences and reviews of the brand. Their webpage will also have the option of newsletter subscriptions. On the other hand, the brand will offer a mobile App where the consumer is able to see the products Aire offers as well as the events they participate in. When the bride opens the App for the first time, they will have to take a welcoming evaluation test where they will answer questions based on their style and personality, and in the end they will be introduced to dresses or tux’s based on their individual analysis. Instore experience: Aire will provide a super detailed and personalised experience to every bride. The style of the store will be renovated and the color theme will changed to white, pink and gray details instead of white and browns. Dresses and tuxedos will be placed allover the store, making the environment feel more magical. Digital window displays will show clips of the new video campaign, photos from the campaign as well as products from the new collections, all with the new campaign hashtags and slogans underneath). In addition, the background of the 4

window display will be decorated with a wall of realistic flowers to transmit a romantic feeling. Moreover, the brand will offer VIP white week treatment. Advertising: The storytelling of the campaign can use a “Love Actually” type storyline. With this campaign different couples (lesbian couple, plus sized, interacial) will be shown in different settings (i.e. beach, forest, church, …). The models/actors shown will be “normal” looking representing the age group of 2331 years old. Aire will show women from different cultures that choose to get married in a white dress. Quotes can also be used in the photos and videos of real people’s wishes and hopes for what they expect in their wedding. The essence of the campaign will be romantic and emotional and the music in the videos will be chill deep house/ modern romantic to target a younger audience. Promotion: Promotion will be chosen strategically where millennial women can be targeted. Examples are social media and sponsored ad’s with influencers/influencing pages. Also product placement can be used in, tv shows, movies and online videos. Unpaid promotion such as suggestions from friends will be important to earn. Involve a contest where the audience can share their love story and the brand will choose couples that will act as models in the new communication strategy. In order to win a free dress, women, from Europe, will have to 1. download the Aire Bridal App where they will have to 2. like Facebook, follow on Instagram and Pinterest in order to 3. take the personality/style test. After doing that, the bride will have to 4. upload on every type of social media they have, a screenshot of their App profile with the hashtags of the new campaign as well as the brands’ and the slogan. If women do not want to participate in the contest, then the bride will just do steps 13 (as shown above).

PR Press Media: The use of European PR with all types of millennial influencers, actresses and models (i.e. lesbian, plus size, different ethnicities). Being highly promoted in reviews or articles in exchange for free products.

Hashtag & slogan: “Love is for everyone”

#breathelovebyaire

#airebridal

Every story counts

1.2 Current Brand Narrative for Aire Barcelona: The brand narrative reflects the current brand Aire Barcelona’s essence and performance. The Brand Story:

Aire Barcelona is a sub brand of the Rosa Clara Group that offers bridal dresses, cocktail dresses and accessories for women as well as flower girl/communion dresses young girls. Aire is known for their high quality, contemporary, and trendy products that sell at comparable prices. However, the brand lacks strong values that could attract likeminded consumers. Aire, and the other sub brands, seem to lack attention from the Rosa Clara Group, and therefore have not been able to fully grow as individual and unique bridal brands.

Visual elements, theme, and tone of voice :

The style that the brand follows to portray their theme and tone of voice, is known for being simplistic, delicate and sophisticated. The main creative paths that the Aire Barcelona uses for their video campaigns are: • MusicClassical • Fantasy • Dramatization • Surprise or delight Regarding their social media and online posts, Aire Barcelona utilises white and pink details in a neutral and bright lighting. They also show their dresses in themes that the collections were named after (i.e. beach). Aire Barcelona also has a connotation with Barcelona, Spain as Barcelona is in their name. Moreover, when talking about the text seen on their publications, the brand uses hashtags (i.e #airebarcelona) to promote their products and a slight description of each dress with the materials used for each one.

Audience insights:

“I went to the store without scheduled time, I was very well attended” (Camila Sanches)( Aire Barcelona Reviews , no date) “The girls of the reception have not been kind enough, they have in fact recommended us not to buy” (Xavier Borras)( Aire Barcelona Reviews , no date) “Very friendly service and cozy room” (Laure Valls)( Aire Barcelona Reviews , no date) “To be the flagship store Aire Barcelona had few models and worst of all 6

was that the sales assistants… she did not help us try on dresses.” (Celia DM)( Aire Barcelona Reviews , no date) “We were 5 girlfriends attended by one person” (Patricia Martinez) (Aire Barcelona Reviews , no date) “The staff there is so nice ... and especially advise and allow you to modify the dresses” (Ainhoa Abrines)( Aire Barcelona Reviews , no date) “My dress is an Aire Barcelona and the girl told me that it was one of the most expensive and it cost me 1900€ I am delighted”(Noelia)( Aire Barcelona Reviews , no date) “The customer service was exceptional, my advisor from the entrance was very professional. I loved the shopping experience and of course my wedding dress. I will return with my family to buy party dresses.”( Joanna Kowalczyk )( Aire Barcelona Reviews , no date) Media & community perceptions:

Although Aire Barcelona has been in the bridal market since 1999, they do not show a strong appearance in both physical and online media. Those who know about Aire Barcelona, know that Aire is the affordable subbrand, who offers similar products as Rosa Clara.

Channels:

Website, Social media (Instagram, Facebook, Pinterest, Youtube, Twitter, Google+). Appearance in few physical and online magazine.

Keywords:

Aire, wedding, bridal, dresses, bride, Barcelona, wedding gown, realbride, modern, inspiring, youthful, perfect, cocktail dresses, accessories, first communion/flower girl dresses, romanticism, competitive prices, high quality, stylish.

1.3 Moodboard for Aire Barcelona:

Pictured below is the current moodboard for Aire Barcelona. Displayed in this moodboard is the brand’s simplistic but elegant style. It also reflects that the models they use are solely white skinned and thin.

1.4 Copy Strategy Statement: Aire Barcelona will now be named Aire Bridal for their ever growing global audience, including Europe, to better understand their name. The brand will offer a wide variety of products for its new and specified target, which are millennial women of all sizes and sexual orientations. Aire will maintain its reputation of being an affordable priced brand who creates contemporary, trendy and high quality bridal wear. Our goal is to create awareness of the brand and its unique customer experience. To achieve this goal, Aire Bridal will promote a constant method throughout our campaign. The new brand slogan, “Love is for everyone” and hashtags #breathelovebyaire and #airebridal, will appear in almost all of the advertisements. Aire Bridal plans on using music, fantasy, dramatization, surprise/delight, and familiarity for their main creative paths. Therefore, the brand wants for their audience to feel an emotional and identified response to their advertisements.

1.5 Strategy Proposal & Media Mix: Shown below are t he types of medias that will be used to d isplay the new campaign and collection with an explanation as to why those were chosen. The chart also categorizes the forms of media into whether they will be paid, owned, earned, shared or a combination. Type

P.O.E.S

Proposal: Which channels and Why

Magazines ATL

Paid & Shared

The campaign will be shown in editorials, ad’s and articles in magazines such as Vogue, Vogue Novias, Elle, Cosmopolitan , You & Your Wedding , Marie Claire and Curve to target millennial brides. Also, there is a goal for there to be shared content of the brand in magazines about the new brand strategy and campaign. The goal of being in magazines is to raise brand awareness to the millenial women who read those magazines.

Own Catalogue

Owned

The catalogue, for this campaign, will be specified as a Wedding catalogue that will display the wedding dresses and tuxedos from the current collection. They will be modeled by diverse models. It will only be physical and will be displayed at Aire Bridal’s physical Points of Sales around the world.

Internet & TV BTL + ATL

Paid & Social

ATL paid media that will be used is product placement in European TV shows such as: Tele realite (in France), Las Chicas del Cable (in Spain & on Netflix), Ellen (in the US),.. These shows show and endorse diversity of women and the brands values will align with those shows. Product placement will also be used in romantic music videos both on tv and online . BTL paid media will consist of sponsored ad’s on social media with European influencers, magazine channels, and in the promotion of Aire’s page. Also the use of campaign banners will be used on web pages that support diversity and will connect users to the brand page. With that being said, sponsored content will also be used with millennial influencers who reflect the brands’ image. Unpaid media will be reviews found online and the sharing/usage of Aire’s hashtags. Overall, all paid media will be placed on channels where millennial women are known to be.

Website & Blog B TL

Earned, Shared & Owned

Direct and unpaid brand emails will be sent to those that sign up for the brands newsletter that will show new collections online, new posts on the blog, as well as bring awareness to old collection sales. The website will show the brands’ new campaign and new collections as well as share information about new events and VIP white week treatment (special bridal week at the store). The brand will also have a blog where they will share select wedding stories from customers, full reviews and experience at Aire 9

Bridal, tips on all things related to having an amazing wedding, their fashion shows, and past/upcoming events. By updating the website and by implementing a brand blog, millennial woman will feel more intrigued to the brand as the brand is being helpful, transparent and informative. Outdoor ATL

Paid

Outdoor paid advertisements will consist of video billboards and electronic displays . These will be placed in the main parts of the cities, metro and bus stations that will display videos or pictures of the campaign with its slogan and hashtag. Most women do not pay attention to physical billboards, however these Aire Bridal billboards will be intriguing as they will show a compilation of the diverse couples from the campaign video where there will, at the end, be a 3D bouquet thrown at whoever’s watching (implying that they are next to get married) with the brand name, slogan and hashtag at the end.

Own App B TL Social & Owned Create a universal brand App that allows women to browse through the brands’ collections and heart them. This will be a way of creating a more direct contact with consumers than on other social platforms (where there are other brands). Also, when the App is first opened, you have to take a style/personality test where formulas will calculate which dresses/tuxedos that woman would prefer. Throughout the App, the brands values and its campaign will be highlighted upon. Also, this will be a platform for gaining followers on other social medias as the user will have to sign up using their Facebook, where they will like that page and then will have the option to also follow the brands Instagram and Pinterest page. Contests will be used on the App as well.

1.6 Content Strategy Displayed below, in the content strategy, is what Aire Bridal will conduct on each platform listed in order to gain strong brand recognition. In this campaign, regular and unfamous models, who are in the age range of 2331 (millennials), will be used in all medias. However, in future campaigns, after the new brand strategy has been well established paid/PR potential millennial influencers such as Emma Watson, Iskra Lawrence, & Winnie Harlow can be used in certain short films and photo campaigns. Platform:

What will be shown specifically:

Instagram campaign:

Content shown on the brands Instagram will be: 20 second clips from the campaign video. Photographs from the campaign. Products from the new collection. Events/future events the brand has/will participate/ (in

correlation with the campaign) LGBTQ events, bridal fashion week, “white week”. Medias that have shared the campaign Magazines, TV, Social media As the campaign gains more attention and more millennial brides purchase the new collection, content posted by brides with their Aire Bridal products will be shared on the page. Winner of the contest. The brand will show constant support to the brand values by using inspirational love text and quotes. Paid sponsored content: pictures from the campaign shown on millennial womens feed. Sponsored content with influencers will be drawn up by contract in compliance of the brands’ vision and of what they want to communicate. Promotion of the App and its contest with the winner. All posts will be posted with these: Slogan: “ Love is for everyone” Hashtags: #breathelovebyaire #airebridal Mentions: @airebridal & tagging the brand The promotion of the campaign on Instagram will be launched a month before the collection comes out and will last until the next collection and campaign are launched. Posts will be made every day.

Facebook campaign:

The content of the campaign shown on Facebook will be: Clips from the video campaign with a link to the full video campaign on Youtube. Daily photos from the campaign and the new collection that goes with it. 11

Links to the brands’ other social media posts. Media and audience feedback on the new campaign and its collection will be shared on the Facebook page. Participation in events: LGBTQ events, bridal fashion week, “white week” Promotion of the App Contest & the winner of the contest. The content from the new campaign will be promoted during a year, as that is how long it takes for a new collection to be launched.

All posts will be posted with these: Slogan: “ Love is for everyone ” Hashtags: #breathelovebyaire #airebridal Mentions: @airebridal & tagging the brand

Pinterest campaign:

Youtube campaign:

The content shown on Pinterst will be: Strong and viral pictures from the campaign. Organized collection boards. The brand will show constant support to the brand values by using inspiration love text and quotes. This content will be promoted for a year, as the campaign and collection lasts that long. The content shown on Youtube will be: The full length video of the campaign. Video based on almost all types of couples (mixed race, lesbian, plus size..) getting engaged, getting ready for the wedding, and finally getting married Behind the scenes of the video. Tv interviews/media mentions. Events. Brand bridal shows. Contest on the App video 12

All posts will be posted with these: Slogan: “ Love is for everyone ” Hashtag: #breathelovebyaire #airebridal The brand will show constant support to the brand values by using inspirational love text and quotes. Links to their website and social media platforms A Paid clip of the video campaign will be shown on different Youtube channels that have a strong millennial women following. The videos will be promoted until the next campaign and collection are launched.

Digital Billboards:

Content shown on outside digital billboards will be: Short 15 second mashup of the video campaign. Photos from the campaign, including a collage of the different couples (moving around in boxes) shown in the video campaign. On the billboards will be the campaign's slogan “Love is for everyone” and #breathelovebyaire & #airebridal with the name of the website and the social media platform names on the bottom. The billboards are going to be launched at the same time as the collection is, and they will be displayed for three months.

Webpage and App:

Aire Bridal Webpage The webpage will open to the new campaigns’ full video as well as photos from the campaign accompanied with the new slogan, “Love is for everyone” . The colours used for the webpage and the app will be the grey, white and pink. The webpage will have different categories sections such as: Bridal the dresses worn by diverse models, will be shown in romantic settings Cocktail. Accessories. Flower girl/First Communion dresses. Blog where they will share select wedding stories from customers, full reviews/experience at Aire Bridal, tips on all things related to having an amazing wedding, their fashion shows, and past/upcoming events. About the brand and will also show transparent information about the brand, their materials and their values. Store locations around the world Events: Bridal fashion week, LGBTQ, “white week”. Appearances which magazines, tv shows, & which media mentions/influencers the brand has appeared in. 13

Make your appointment. Below the webpage will be all social media platforms the brand has with links

Aire Bridal App (F ree to download) When a bride first opens the App for the first time, they will have to take a welcoming evaluation test where they will answer questions based on their style and personality, and in the end be introduced to dresses or tux’s based on their individual analysis. In order for the App to become successful there will be a contest conducted as soon as the App launches: In order to win a free dress, women, from Europe, will have to download the Aire Bridal App where they will have to like Facebook, follow on Instagram and follow on pinterest in order to take the personality/style test. After doing that, the bride will have to upload, on every type of social media they have, a screenshot of their App profile with “Love is for everyone” #breathelovebyaire, #airebridal, @airebridal, as well as tagging the brand in the picture. This campaign will last for a month after the campaign was launched and the brand will choose a lucky winner. Categories that the app will offer: Make your appointment. Products from the new collection. Photos and the video from the new campaign. Quiz to find your perfect dress. Reviews of other brides’ experience. Information available about the brand, their values and events where the brand is part of. Events the brand has taken part of/will. Link to their social media platforms. Contests The promotion of the online content and the App will be updated when the campaign and collection are launched and will be updated regularly. TV & Netflix:

Unpaid product/ campaign appearances on tv shows Paid product placement on actors/models in TV shows/Netflix. Tele realite (in France), Las Chicas de Cable (in Spain & on Netflix), Ellen (in the US). Paid product placement will be placed whenever the producers want to use the brand or when the brand is able to dress a character on her wedding. 14

Brand mention will be given in their credits.

Instore communication Window Display: campaign and Window Name of the brand with new campaign photos and slogan: Display: “Love is for everyone” will be on the window display’s digital sign . In addition, the background of the window display will be decorated with a wall of realistic flowers to transmit a romantic feeling. The window display will be changed once a year as the brand launches one collection per year. Also, the communication campaign inside the store and the window display will be changed a month before placing the products in store. Instore communication: Catalogue. Different sized mannequins wearing dresses and tuxedos from the current collection. Decorations following the theme of the collection and the brands values. Transmits the brand values through the theme and mannequins. Light grey packaging, with white and pink details. Elegant, romantic, and classy store decoration. Lighting should be neutral/warm so the brides feel welcomed. The music instore should be low volume and a mixture of modern chill indie, soul, and acoustic. Dresses should be displayed on racks hanging from the wall, as display. Inspiration for the store will be taken from Little White Dresses store display:

Pictured here is a mood board which gives an idea of how the communication in media’s will look

1.7 Moodboard for Aire Bridal: Shown below is the moodboard for Aire Bridal, based off its new campaign and proposals. In this mood board there are women wearing the new brand’s promoted products: tuxedos, bigger bridal dress sizes, and an elegant and welcoming instore treatement. Overall, the new brand’s moodboard is warm, romantic, and accepting.

1.8 Proposed Brand Identity Onion: Aire Bridal In the brand identity onion below, Aire Bridal’s new essence, values, personality, actions and behavior have been created as a guideline for what should be communicated when the new advertising campaign is conducted.

1.9 Storyboard: Throughout this storyboard, four nonmodel millennial couples experience the process of getting married. The goal of the story is for there to be an emotional connection between the couples’ story and the audience. Also, the purpose of the storyboard is to transmit the normality of the diversity in love. The couples are: a lesbian couple, a curvy couple, an asian couple, and a white couple. These couples will have varied styles and wedding themes to portray the diversity in weddings. Throughout the story, couples are getting engaged, dressed for their wedding, seeing their significant other in their bridal wear, and finally get married. The final shot is of a woman throwing her bouquet into a crowd of women, signifying that the viewer may be the next one to get married.

1.10 Calendar: This calendar shows the whole process of what Aire Bridal has done, in theory, to improve their physical stores, create a new collection, and launch their new communication campaign. It also reveals when the brand will evaluate their methods. Actions from Aire Bridal:

Time

09/ 10/ 18 18

11/ 18

12/ 01/ 02/ 03/ 04/ 05/ 06/ 07/ 18 19 19 19 19 19 19 19

08/ 19

09/ 05/ 19 20

1.Research

2 month

2.Inspiration for 3 campaign & months collection

3.Plan the store 2 reinvention with months the interior designers

4.Redesigning the existing stores

4 months

5.Design the new collection (with focus on tuxedos & new sizes)

2 months

7.Meeting of Marketing and Communication departments

1 month

8.Brainstorm and develop the communication strategy

1 month

9.Release & 11 implement the months updated Online communication, App and Social Media design

10.Release & implement the updated

11 months

instore communication design 11.Place the collection in stores

1 month

12. Track the Report Data

1 year

13.Qualitative and Quantitative Feedback and Analysis

10 months

This second calendar shows in monthly detail, which platforms will be used each month, from June 2019May 2020, as well as the frequency i n which they will be posted. Activity

Platform

Print Media:

Magazine Ad’s

Own Catalogue

Digital Media:

Time

Jun

Jul

Aug Sept Oct

Nov

Dec

Jan

Feb Mar Apr May

First 3 months for promotion & April for Bridal Fashion Week

Given to stores in August (campaign & collection launch)

Instagram

Everyday

Facebook

Everyday

Youtube

Every 2 weeks

Once a week

Website

Once a week

Own Blog Once a week

Once a

newsletter

month

Own App

Once a month

Three first months

Instore

Once a month

Window display

Once a month

Outdoor Digital Media: Billboards Store:

1.11 Metrics & KPI: Lastly, listed below are select metrics and KPI’s Aire Bridal will use to evaluate the brands’ communication engagement as well as their sales. The measures taken will focus on millennial women in Europe and their engagement with the brand, as that is the goal of this new advertising strategy. Some of the metrics and KPI’s that will be used to measure and evaluate the communication campaign, and the brand performance will be: Social media engagement analytics such as clicks, page views, likes, follows and comments. Sales data, enquiries and conversion rate analysis. Media content analysis. Midcampaign audience. ROI: Ratio of revenue to advertising and media costs. Market share. Reach: The number of unique people reached by your ads. Engagement and Interaction Rate: Percentage of interactions and impression of ad unit in rich media ads. Engaged Visit Rate Bounce Rate: Percentage of visits leaving without taking any actions on the site Conversions: The actions from visitors arriving via display ads such as signups, downloads in case of the app and purchases. Revenue: Revenue linked to display advertising visits as the revenue per visit or revenue per page. Brand awareness: Measurement of direct traffic numbers, hits from viewers typing URL directly, how many searched for your video by name or hashtags, the number of social media shares and mentions/tags. Purchase influence by looking at the traffic generated compared to sales figures, pre and post campaign launch.

Reputation: Check the number of comments in connection to the ad and increased traffic to see if more people are going to the brand website for information. Recognition: Search for your brand name on social media and check mentions either positive or negative also, regarding customer satisfaction. Active customers: Percentage site, email and social followers active. Cost per sale. Products sold per consumer.

(This information came from BA Fashion Marketing & Communication, Advertising, Session 9 By Cristina Lastra)

2. CONCLUSION: In conclusion, this advertising campaign and new brand strategy should attract more European millennial women to Aire Barcelona (Aire Bridal). Having done research on both the brands’ environment and the bridal industry, we identified a gap in the market and therefore we created a strong and revolutionary proposal for Aire Barcelona to adapt. There is no bridal brand in Europe who aims at communicating the acceptance of diversity to every type of bride. If Aire Barcelona implements this new strategy, they will align their values with that of many modernminded millennial women in Europe and will therefore gain many new excited customers.

3. ANNEX: 3.1 INTERNAL ANALYSIS: 3.1.1 Company Analysis:

After working for Pronovias, Rosa Clará was determined to establish her own bridal brand, therefore, in 1995 Rosa Clara Bridal was opened in Barcelona, Spain (Rosa Clará, no date). Shortly after the Rosa Clará Group was established new bridal brands were created, such as Aire Barcelona, Alma Novia, and Luna Novias. The group has added these brands to target different segments of brides at different price points. The Rosa Clará group earned higher brand awareness by collaborating with prominent designers, such as “Jesús del Pozo, Devota & Lomba , Domo Adami, Whiteday and Christian Lacroix, Karl Lagerfeld and Zuhair Murad” (Rosa Clará. Noticias, fotos y biografía de Rosa Clará, no date) with Rosa Clara Bridal. Since then, the group has decided to grow internationally, by placing stores and multibrand outlets in significant cities around the world. The group now consists of over “3,000 outlets and 150 exclusive Rosa Clará and franchised shops that generate over 100 direct jobs and more than 1,000 indirect ones” (The group Rosa Clará, no date). Their goal is to continue to grow globally in the main cities of the world. In addition, the parent brand Rosa Clará opens Barcelona Fashion Week every year, displaying their strong brand image. Currently, the Spanish bridal market share, in which the Rosa Clara Group competes strongly in, has three main participants: “Pronovias between 41% 50%, Rosa Clará a little over 20% and Jesús Peiró between 5% 8% [translated into english, original article in spanish]” (Romo, 2017) and the rest belonging to others. This leaves Pronovias and Rosa Clará as the top two bridal companies in the Spanish bridal market.

3.1.2 Timeline of the Rosa Clara Group: Year created:

Brand:

1995

Description of the brand:

Bridal dress prices:

Fashion and luxury get together to create a collection for the most demanding brides.

2,400€ 3,000€

( Rosa Clará , no date)

1999

Aire Barcelona has a wide range of models with a variety of styles and fabrics, which fit all types of brides perfectly.

( Sobre segundas marcas: Pronovias y Rosa Clará , no date)

1,490€ 2,290€

( Aire Barcelona , no date)

2009

Exquisitely romantic wedding gowns in a broad selection of fabrics for the contemporary bride. ( Luna Novias (@lunanovias) • Instagram photos and videos , no date)

2010

Catwalkinspired wedding gowns for original brides who want to make a statement. ( Alma N ovia (@alma_novia) • Instagram photos and videos , no date)

900€ 1590€ ( Sobre segundas marcas: Pronovias y Rosa Clará , no date)

1,200€ 1,800€ ( Sobre segundas marcas: Pronovias y Rosa Clará , no date)

3.1.3 Target declared by Aire Barcelona:

Aire Barcelona does not have a specified target and instead says they make “high quality bridal gowns in contemporary styles, reflecting fashion’s latest trends... at competitive prices” ( C orporate Aire Barcelona Vestidos de novia o fiesta para estar perfecta , no date) . By Aire Barcelona saying this, they are not categorizing one type of woman into their target. Their consumer base is any woman who likes their product and their style at their prices. Although, from tags and mentions online, Aire Barcelona seems to target “regular” woman who are in the age range of 25 to 40 years old. This means that the brand has a hold on most brides, as the majority of women in Europe marry around that age and particularly marry on average at 29 years old in Spain (Misachi, 2017). Aire Barcelona targets women from around the world, as they have POS in more than 59 countries (F ind your shop Aire Barcelona Vestidos de novia o fiesta para estar perfecta , no date) ; however, their strongest target are those in Spain as that is where the brand originates and has the most POS. The brides who purchase at Aire are women who are mostly in love, work, go out and shop with friends on occasion. They are also women who attend special occasions and need cocktail dresses and/or have daughters that need first communion or flower girl dresses. Aire Barcelona’s target are women who have a positive outlook on life and who want to purchase elegant dresses at comparable prices. 27

Pictured above are tagged photos of Aire Barcelona’s customer’s posted on Instagram.

3.1.4 Persona Canvas of Aire Barcelona: In the chart below, a Persona Canvas of Aire Barcelona’s consumer has been created. Name: P aula Hazas

Age: 2 9

Nationality: S panish

Role: L awyer

Income: 2 000€ per month

Need: A dvice, happiness, ease, perfection, to go as she planned, love and support.

Fashion Needs: C omfort, modern, semiformal, good quality and chic.

Brands: M assimo Dutti, Where they shop: Physical store mostly and Adolfo Dominguez, Guess, online for specific items. Mango, Bimba & Lola.

Social Media: I nstagram, Interests: F ashion, Pinterest, and Facebook. magazines/ reading, events, movies, cooking pastries.

Negative trends: B eauty standards, sustainability, and consciousness.

Positive trends: F ashion trends, feminism, more opinions (variety), technology, and transparency.

Headaches: S tress, time consuming tasks.

Opportunities: G etting a raise.

Fears: N ot fitting in, insecurity, losing Hopes: B e successful, stand out, live happily ever control (wedding and life), feeling after, true love, uniqueness, and have a family. betrayed.

3.1.5 Brand Identity Onion: Rosa Clará

The identity onion shown below is for Rosa Clara. As Aire Barcelona does not communicate its brand strongly and seems to almost mirror their parent brand, Rosa Clara, in its appearance, Rosa Clara will be used in substitute of Aire Barcelona.

3.1.6 Competitive Strategy of Aire Barcelona: Aire Barcelona’s competitive strategy is “producing highquality bridal gowns in contemporary styles” at competitive prices ( Corporate Aire Barcelona Vestidos de novia o fiesta para estar perfecta , no date). Aire Barcelona bridal dresses range from 1,490 € to 2,290 € and are known as the more affordable alternative to Rosa Clara dresses. Aire Barcelona also has an advantage over smaller bridal brands by being associated with its wellknown parent brand: Rosa Clara. Rosa Clara is known for dressing and partnering with highly known individuals. Examples of the group’s collaborations are with Christian Lacroix, Karl Lagerfeld, and Zuhair Muhad (Rosa Clará. Noticias, fotos y biografía de Rosa Clará , no date). The parent group has also dressed celebrities such as Antonella Rocuzzo or Sofía Vergara ( Dressed by Rosa Clará Archivos Rosa Clará , no date). The 30

group proudly flaunts their associations in a devoted section on their website called “Dressed by Rosa Clara Archives”. Despite of Rosa Clara’s acclaimed reputation, Aire Barcelona does not make much effort to attain a strong competitive strategy; the brand looks and communicates just as Rosa Clara does and their communication message on how they they differ from their competitors is not strong. In a competitive market, Aire Barcelona is lacking a competitive advantage of their own. The brand needs to improve on their communication, especially in their efforts to attain more millennial based customers. 3.1.7 Marketing Mix for Aire Barcelona:

Product:

Bridal Collections : Aire Barcelona 2018 collection is composed of 152 dresses which are named after different names, objects or cities that start with the letter “B”. Moreover, Aire Beach Wedding 2018 is made of 50 dresses that are named after different goddesses that start with the letter “U”. On the other hand, the Aire Barcelona 2017 collection has 128 dresses that are named after different animals, names and cities that start by the letter “C”. Finally, the Aire Beach Wedding 2017 collection offers 40 dresses names by “X” from instruments or names. Their Barcelona bridal collection has a youthful backdrop (with balloons and a minimalistic setting) where their Beach collection is in a beach environment and has little props to the pictures) Cocktail Collection: Aire Party 2017 collection, this collection presented 118 different dresses. First Communion dresses also known as the flower girl dress: Communion 2017 collection, composed of 43 dresses. All named after female names which start with the letter “I”. The accessories offered by the brand are divided by wedding products and cocktail products, in which they both offer shoes, tops and headdresses and purses. Aire is one of the subbrands that belongs to the group Rosa Clará. Aire designs are also known for their delicacy and sophistication seen in the different dresses offering more range options than in Rosa Clará. Even if the materials used on the designs are first quality materials they are not as good as the ones used for Rosa Clará. ( Aire Barcelona , 2017)

Price:

The bridal dresses prices are, according to sales assistants, 1,490 € to 2,290 €. In order to buy one of their dresses you have to first make a deposit where you will have to pay the rest of the money on each appointment. The only condition to this is that the bride needs to pay the rest of the dresses price on the last fitting appointment. The brand offers discounts once you are subscribed to the Rosa Clará newsletter. Each June, the brand offers the possibility of purchasing dresses with 70% discount. (Aire Barcelona, 2017)

Placement :

The brand offers the display of their products in their own stores, multibrand bridal stores and own webpage. However, purchases can be only made in physical POS. 11 own shops in Spain, 6 in the Middle East, 5 in Mexico, 1 in Panama, 2 in the Philippines, 1 in Romania, 1 in the USA and hundreds more POS throughout 49 countries ( Find your shop Aire Barcelona Vestidos de novia o fiesta para estar perfecta , no date) The brand offers the possibility of having franchises. For you to open a store the brand is on demand of you to have a personal funding of at least 125,000€ on the UE and to: ( Open a shop Aire Barcelona Vestidos de novia o fiesta para estar perfecta , no date)

On the other hand, to become a distributor it is needed for you to fill the different fields on their webpage such as: (Become a distributor Aire Barcelona Vestidos de novia o fiesta para estar perfecta., no date)

( Aire Barcelona , 2017) Promotion (Communication): or how they approach their communication

The brand tries to communicate their unique style, elegance, and exceptional quality. They mostly focus their communication on their bridal wear. Aire Barcelona focuses more on BTL online communication rather than ATL and offline communication.

3.1.8 Communication Analysis for Aire Barcelona: The communication analysis focuses on how Aire Barcelona communicates on platforms both ATL, BTL and specifically in their online communication. ATL:

Paid media on Vogue.

( El encanto de otra época , no date) Unpaid dressing spanish celebrities on the red carpet such as Adriana

Ugarte and Úrsula Corberó.

BTL:

Inside store events for future clients. Unpaid social media promotion with tags and mentions.

Online Promotes their new collections on the main page of their webpage. Communication:

On the other hand the brand promotes themselves through social media such as: Facebook: The brand post daily different collection promotion, behind the scenes of photos and videos, upcoming events. Posts everyday. ( Aire Barcelona , no date) Twitter: Retweets of consumers, other communication mentions, events, sales, collection promotion. Solemnly posts. ( Aire Barcelona (@AireBarcelona) , no date) Google +: Collection promotion, Sales, where the brand has not posted since 2016. Has not posted since 2016. Youtube: Bridal collection & making of the campaign, rarely posts. ( Aire Barcelona , no date) Instagram: Collection promotion, reposts from Instagram influencers, events, posts everyday. Posts everyday. (A ire Barcelona , no date) Pinterest: Boards organized by their collections, Wedding idea inspirations, posts yearly collections. ( Aire Barcelona (airebarcelona) , no date)

70,681 people likes 69,905 people follow

673 tweets 3,703 followers

29 likes 153 followers

“Aire Barcelona, a collection of wedding dresses designed for a romantic, elegant and feminine woman. With a wide variety of styles that adapt to the taste and the figure of each bride” # airebarcelona

“Wedding and cocktail dresses”

2 videos 8 subscribers

83.5 followers 767 posts

1,674 Followers Instore The brand uses a theme of white and brown colors inside their stores. The brand Communication: also offers technological elements such as interactive screens that provide the possibility to check the collection and choose the dresses the customer wants to wear. Aire Barcelona also places different pictures, of their latest campaigns, all over the store.

Customer experience in store is basic in terms of bridal shopping. 1. An appointment has to be made online or by calling the store. 2. At checkin you are provided with a sales assistant who leads you to a touch screen at a desk and asks you to heart the dresses you want to see/tryon. 35

3. You and your friends/family are lead into a dressing room where the typical experience of trying on bridal dresses happens. 4. There are only two individual chairs for friends/family to sit on. 5. Water or coffee is offered. 6. Bride gets a paper with the prices of the dresses she prefers.

3.2 EXTERNAL ANALYSIS 3.2.1 PEST Analysis: This profile analyses the political, economical, sociocultural and technological aspects in Europe, however with a focus on Spain. Each of the PEST’s factors is explored on parameters such as challenges, strengths, prospects and risks. Political

Economical

According to the party leading the country the money that the government has is destined to different causes such as in case of left parties leading, they tend to focus more on the help of lower social classes. (Hyken, S., 2017) Lack of stability inside the country makes investors insecure about their purchases or investments. (Hyken, S., 2017) Corruption level makes the consumer stop trusting and relying on the brand. (Hyken, S., 2017) Freedom of press. (Hyken, S., 2017) Trade control may be a restriction when commercializing with other countries. (Hyken, S., 2017) Competition regulation. (Hyken, S., 2017) Import restrictions on quality and quantity of product. (Hyken, S., 2017) Fifteen European countries legally recognise and perform samesex marriage such as Belgium, Denmark, Finland, France, Germany, Iceland, Ireland, Luxembourg, Malta, Netherlands, Norway, Portugal, Spain, Sweden and United Kingdom. Armenia and Estonia recognise samesex marriages performed abroad. (W ikipedia , 2016)

The amount of taxes paid due to personal incomes, make people have different priorities in terms of spendings. (Lamelas, M, 2013) Economical crisis makes the consumer more skeptical in terms of pricing. (Lamelas, M, 2013) Budget are made for weddings. Economical situation of the groom and wife deter how much they will spend on their wedding. Brides spend an average price of $1.334 on their wedding dress. (C osmopolitan , 2017) Lowcost dress options from fast fashion brands such as Asos. (C osmopolitan , 2017)

Sociocultural

Technological

Tradition regarding weddings depending on each country. Western countries tend to use a white dress for their wedding day. Faith and religion can force brides to choose a particular style and look for their wedding which is approved inside their cultural beliefs. Wedding dress trends/fashion is becoming more apparent. Most successful bridal stores in Spain are wellknown designer brands. (Leaper, C, 2017) Family background with more a traditional or liberal look has an effect on the look of the dress. Nontraditional wedding styles are becoming more popular. (Leaper, C, 2017) Usage of different social media used for finding inspiration for their wedding day. (Leaper, C, 2017) Updating status constantly on social media. (Leaper, C, 2017) Civil weddings are becoming more popular than traditional weddings. (Leaper, C, 2017) In 2015, 165,000 people got married in Spain ( Marriage and divorce statistics Statistics Explained , 2017) 2.1 million marriages occurred in the EU in 2013 ( Marriage and divorce statistics Statistics Explained , 2017) In 2013, 2% of Spain’s marriages were from samesex marriages (M arriages and births in Spain Statistics Explained , 2015)

Possibility to buy bridal dresses and accessories online. (P ronovias , 2017) Consumers can preview products online. ( Pronovias , 2017) Ways of producing the products with new innovatives machines and materials. (Costa, T. 2017) Ability to purchase and receive items globally. (Costa, T. 2017) The promotion of the brand through paid and unpaid social media online. Thanks to different social media, brides are able to find better options and inspiration for their wedding. (Costa, T. 2017) The introduction of event hashtags. (Costa, T. 2017) Live streaming not only for the wedding ceremony but for the purchase experience. (Costa, T. 2017) Digital planning. (Costa, T. 2017) Lasercut designs that enables the designers to evolve. (Costa, T. 2017) Websites such as Zola or Amazon Wedding that facilitate the wedding gifts registers. The usage of drones to film and take pictures. (Costa, T. 2017) A GoPro bridal bouquet to capture hidden moments. (Costa, T. 2017) 3D printed wedding cake decorations. (Costa, T. 2017)

Light projections on the wedding cake or on the dance floor. (Costa, T. 2017)

3.2.2 Context Map Canvas: 1.

2. Demographic Trends: “According to the census in 2008, Europe had about 46,157,822 inhabitants”. (W orld Population Review , no date). “Unemployment is still high, although rates vary between Member States, as well as within them. Women, young adults and older workers have a higher risk of unemployment, while the number of part‑time workers is increasing. Migrants represent 7% of the european population and account for around 7% of total employment. They are usually younger and more likely to face disproportionately heavy housing costs, to live in overcrowded households and to be more materially deprived than nationals, although. Differences in the distribution of income are observed, although they are still lower than in many other parts of the world. Also europe face the risk of poverty or social exclusion, a risk which has a strong geographical dimension and varies among social groups” (Delivorias, A. and Sabbati, G, 2015) “If current trends persist, there will be an increasing mismatch, with fewer low‑skill jobs on offer to growing numbers of low‑skilled workers and fewer qualified candidates to meet increasing demand for high‑skilled labour. A shrinking workforce will have to provide for a growing number of retired persons. Migration, which is still substantial, may slow down and possibly shift towards developing countries with strong growth. Finally, the middle class may shrink and more wealth be concentrated in the hands of the richest.” (Delivorias, A. and Sabbati, G, 2015) 3. Rules & Regulations: New trends such as Youniverse may have an important impact for brands. In the case of bridal brands, they can take advantage of that by letting the consumers personalize something they purchased or, by creating special content on their social media platforms devoted to their brides and with it, making them feel special and important. Another trend that might affect the future of the brand could be sustainable fashion, also known as Better Business . Consumers nowadays are more concerned about the environment due to climate change and the increase of pollution because of industrialisation. There is a new demand in the market and with it, the brands need to protect the environment if they want to attract new brides. If so, the brand will have the need to search for new materials or different ways of manufacturing that will make the consumer feel more ecofriendly and better with themselves. 4. Economy & Environment: Technology: Products, materials, communication methods and 40

designing. Sustainability: Material and textiles, and manufacturing. Use of social media: Integrated platforms and apps. Virtual reality that offers experience. Content vs. Social: The different social media that the brand uses to communicate their campaigns or values are not similar which might make the consumer feel confused about the performance on the brand. On the other hand, the brand fails when trying to approach the millennial target and look by not using social media as the main tool to interact with their leads, where they search not only for interactions with the brand but experience. Rethinking the role of paying: Innovative softwares or experiences. Amplifying the voice of others: With the usage of influencers, celebrities, and social leaders. Social commerce: The facilitation of direct shopping through social media platforms, such as Maria Pascual’s Instagram profile and their story posts (“swipe up” to buy).

More meaningful measures such as ROE (Return on Emotions) rather than ROI. Social movements: Feminism, love wins, and transparency.

5. Competition: Online bridal dress rentals with a try on option for instance Vow to be Chic (Street, 2017), Fast fashion brands, such as H&M and Asos, are selling ready to be shipped bridal dresses at affordable prices (Lindsey, 2016). 6. Technology Trends: “Visual Search going mainstream.” “Fit becoming critical online.” “Product returns are one of the issues online retailers are battling with. Tools that enable sizing will be a big trend such as augmented reality enabled Virtual fitting rooms, 3D body scanners.” “Advanced machine learning becoming an integral part of fashion technology such as personalize feeds and remove clutter.” “Of late the focus of fashion industry has shifted to anticipating and predicting what the shopper is looking for. And the true 41

context can be achieved only by delving into the next frontier of technologyartificial intelligence and machine learning.” “Companies are moving away from using simple statistical analysis of historic data and are using artificial intelligence, specifically computer vision and deep learning to study unique tastes and predict and personalize recommendations at an individual level.” “Digital assistants styling shoppers.” (This information was taken from (Writer, R. ,2016))

7. Customer Needs: Customer service is getting better, value and experience continue to trump price, personalization creates a better customer experience, artificial intelligence aid those who assist the customer. Proactive customer service is gaining in popularity (Hyken, 2017). Future expectations that are being developed: 1. Retailers who promote product quality, transparency, & sustainability will flourish. 2. Stores providing unique instore experiences will thrive. 3. Retailers across the board will adopt mobile payment solutions. 4. Smaller stores are in; larger stores are out. 5. Personalization will become increasingly important to consumers. 6. Sameday shipping will become more prominent. 7. Retailers will continue to invest in omnichannel. 8. Retailtainment will pervade the industry. 9. Specialty stores will be more productive than department stores. 10. Retailers will turn to apps, services, and third parties to fulfill the needs of modern shoppers. ( Retail Trends and Predictions 2017 | 12 Retail trends and predictions to watch for | Vend , no date) 8. Uncertainties: There are a few concerns present, such as the evolution of culture and social movements, tradition and its role, future trends, the current/ future role of marriage and marriages between equal genders, future priorities and the economy.

3.2.3 Market Analysis Insights: Interviews: Shown in the chart below, are four interviews conducted on millennial women in Spain. Words/sentences that are bolded signify that that those insights were taken into consideration for the new campaign and proposal. Attached below will be the questions the interviewees were asked. Name: Age: Nationality:

Interesting quotes from the Interviews:

Aina, 26, Spanish (Engaged & will have a Muslim/Moroccan wedding)

“Love runs the world, it is everywhere”, “My perfect wedding would be in a large closed space with a delicate and white theme overlooking either mountains or the beach ”, “Bridal dress has to make me feel beautiful, comfortable and has to go with my wedding theme”, “I want a flashy dress”, “I need 3 dresses for my Muslim/Moroccan wedding and I want them to be: white, gold & white, and electric blue with jewels, therefore I want my own style to be transmitted through my dress so I wish I could personalise my dress” , “I follow bridal brands on Facebook & Instagram but it is not the same as going to their physical stores” , “I want the bridal store’s attendants to be attentive, not annoying, helps me find different dresses but isn’t pushy I need to feel comfortable”, “Big, lots of lights, mirrors, and they take pictures of me”, “The brand should have light colors and relaxing/smooth music” , “I don’t know/remember any bridal brand’s ad’s maybe Rosa Clara” , “I’d like to see an environment like Twilight’s wedding”, “I believe that everyone deserves and needs love, without it we can’t advance” , “I’d be scared if the bridal dresses are not of quality, that there isn’t a variety of dresses, and that the attendants weren’t responsible or trustworthy”, “If a friend/family member recommended me a brand I’d look them up on the internet, Instagram or Facebook and if I like their style I will visit the store”

2. Natalia 28 years, Romanian (Engaged & will have catholic wedding.)

“Love for me is mutual devotion, care, respect and affection”: “My perfect wedding would be in the beach, private just with the family and some important friends, simple but elegant and with a lot of flowers”. “Bridal dress has to be comfortable of really good quality and of course coherent for the wedding environment” “I like when the brand gives you the option of personalize the dress so you can express your personality” , “I follow bridal brands on Instagram and pinterest,” “I like when the store is white, elegant and with a lot of light, and with classic music and when they offer a cozy place for the friends or family that are with me” . “I like when the customer service is kind and respectful and of course when they guide you at the moment of choosing the dress, for me is really important the timing I want my dress to be ready on time”, “For advertising I would like 43

to see a love story but with something crazy with good atmosphere and modern music”, “Everybody deserves love, bridal brands should be addressed to everyone we are in the 21 century” . 3. Pia 23 years American/French (Single).

“Marriage symbolizes two people that love each other and want to build something together”, “my perfect wedding would be in the forest because is calm and romantic”, “the most important thing of a wedding dress is how you feel with it. It is important to be comfortable and perfect for your size and body. I wish bridal brand offered a wide range of product, to satisfy everyone's need” , “I follow bridal brands in Google and in Pinterest is important to do a big research and have the experience in the store, I want a good customer service and a guide” , “I like when the store is elegant and with calm music,with light, bright colors”. “In the advertising I want to see people having fun during the wedding, I want a mixture between something romantic and funny with classic or romantic music” , “love is for everyone. Off course everyone likes to feel loved but some people decide to be alone however, all we need is love” . “The brands need to be more open about sexuality I really like the idea of showing a little bit of diversity.”

4. Oriana 20 years old Venezuelan (Single)

“Marriage is not only two people coming together, but rather them being committed to each other. A promise, which is not only spoken but a symbolic commitment”, “Love means you considered a person an essential part of your life. Maybe not more important than you, but equal to you. You would be willing to die for them. Accept their mistakes, and no matter how much you fight, you will resolve the problem and improve. However, I believe that there are several types of love.”, “My dream wedding would be having as much as my family present that day. I want to spend time with them. I would like it to be in an exotic place. I would not do it at the beach since it would be really hot and everyone would be sweating. But what make my dream wedding is to be with the person I love without any doubts. Just being together with my groom”. “ The most important thing about choosing a wedding dress is the price, because you would only wear it once in you life. Kind of like a costume. I do not want to spend 6000€ on a dress I will only wear once . I expect it to be well fitting, dreamy, and for it to be white. I do not like tulle dresses, since they look cheap; instead I would rather have a satin dress”, “I have not searched for wedding dresses, but I think I would google it first, and then see where it takes me. I would also think that catalogs are useful since you can predetermine to pick the dress you want to try on. Instagram allows you have inspiration, kinda like a virtual catalog”, “The reasons I would choose a wedding brand are price, and quality. I do not really mind the brand, I want to like it. But I do think that a know brand tends to have better quality ”, “My biggest fear is that the dress I like is really expensive. Or that on my wedding day, they dress rips if it gets stepped on”, “I would like to use the same veil my sister used at her wedding. So the dress I’d picked should match it. I don’t want to look fat or flat chested”, “ I would go to a 44

brand I was recommended, since I would trust their guidance and assistance ”, “I would the sales assistants to be kind and happy, not to push me to purchase the dress. They should also give you advice and inspiration if you are unsure about a dress, like a consultation ”, “The service that would expect is to give me treats or drinks (not necessarily alcoholic)” , “The wedding store should be big, I should feel exclusive , I wouldn't want several brides to be in the same area; however I wouldn't mind if it was a couple of them, and without interrupting my consultation. A lot of white decorations. Illuminated, and big rooms ”, “Music should be melodic but subtle, that is not well known. I don't want it to be distracting”, “I like when there are no elements in the picture, since the attention is on the product” , “I know Pronovias”, “In an ad, I would like to see a romantic story , pastel colors, real or dreamy”, “Yeah, love is for everyone”.

Material used for the interviews:

Online review quotes are also shown in the Proposed Copy Platform Audience Insights in the Annex.

3.2.4 Competition Analysis: In the chart below are four of Aire Barcelona’s current competitors in the Spanish bridal wear market. Aire Barcelona’s Competitors: 1. St. Patrick by Pronovias

How they attract millennials to their brand through their communication: St. Patrick is a sub brand of Pronovias, Aire Barcelona’s main competitor in the market, that offers lower priced bridal dresses. The brand mostly uses social media platforms: Instagram, Facebook, and Pinterest to promote the brand. Furthermore, they mostly post pictures/video clips of their products and repost their customers’ experience on their platforms. They also use influencers as models. Advertising videos show female model/s wearing dresses from their newest collection in romantic settings with their groom. All female models are white and skinny Events: Bridal Fashion Week in Barcelona and trunk shows ( Bridal Collections 2017 | St. Patrick , no date)

2. Pronovias

Pronovias is the parent brand of the Pronovias group. In addition to this, they are the main competitors of the Rosa Clará Group. Participation of influencers and celebrities in special events such as Barcelona’s Bridal Fashion Week. They also make trunk shows. Appearances of wellknown models in advertising campaigns such as Romee Strijd & Jon Kortajarena in 2017 as well as Chiara Ferragni, Xenia van der Woodsen, & Irina Shayk. Strong appearance in social media: Facebook, Instagram, Pinterest and Youtube. Own blog They offer an unforgettable experience inside the store with its display of dresses and pictures from their current campaign. The decoration of the store transmits a 51

luxurious, magical, and romantic environment. The main colors used are white, gold, and pink. ( Pronovias | Vestidos de novia y vestidos de fiesta | Pronovias , no date)

3. Jesus Peiro

“The Jesús Peiró collections, designed by Merche Segarra, are made for women who are demanding in terms of product quality, that values elegance, that follows new trends and who wishes to wear a bridal gown with its own identity.” ( Company Jesús Peiró , no date) “Everything we do, we do it in Spain” ( Company Jesús Peiró , no date) Appearance in physical and online magazines such as ELLE,Vogue and Y ou & Your Wedding .

Presence in social media: Facebook, Instagram, Pinterest, & Youtube Women shown are mostly white and skinny User is welcomed to their webpage with a video of a fashion runway showing their new collection at Barcelona Bridal Week Events: Barcelona Bridal Week

4. Yolan Cris

Fashion show at Pasarela Gaudí Novias, presence in The White Gallery in London and the New York International Bridal Week.

Yolan Cris is a fashion house based in Barcelona and specialized in haute couture wedding dresses and evening wear. Yolan Cris currently has strong presence in over forty countries. Every design and Yolan Cris creation is handcrafted in their Atelier in Barcelona, where are selected high quality European fabrics and every detail is studied minutely with passion (YolanCris, no date). Advertising videos with an alternative style addressed to a younger target. Presence in social media: Facebook, Instagram, Youtube, Pinterest, Twitter. Email newsletter Dresses women who go to award shows and premieres The brand has dressed celebrities such as Shakira, Beyoncé, Lady Gaga (López, 2016). Appearance in tv programs such as Keeping up with the Kardashians ( YolanCris, las diseñadoras españolas que vistieron al clan Kardashian , 2014). The name of the brand was released in different online and physical magazines such as Trendencias, ELLE, Vogue. The brand is also shown in magazine editorials.

3.2.5 Benchmark Analysis: This chart reflects brands, from around the world, that carry bridal wear and have aspirational traits Aire Barcelona should adapt.

Pronovias

Little Black Tux

Asos

Little White Dress Bridal

Excellent customer service

✓

Pronovias gives its customer’s companions chocolates and water/cava while the bride gets a goodie bag of cava, chocolates, and collection booklets Sells tuxedos for women

✓ ✓ According to the Good return policies, reviews the brand virtual customer gets on their service in all webpage, they offer languages. personal guidance Efficient and reliable for fitting delivery: ships on time & ability to track shipments.

✓

Uses a variety of different looking models (race/ nationality) in communication

X The models they use are all white

✓ The brand uses different coloured skin models who in their campaigns.

✓

Offers brides drinks, snacks as well as a custom made bag full of goodies when signing up for VIP suite Appointment. Brides will also receive a collection of the latest bridal magazines, signature beauty bag, the LWD water bottle and much more. X

✓ ✓ The brand supports a The brands uses different variety of cultures coloured skin models due to this the brand allover their multibrand expresses their collections. communication with women from different races and nationalities. 54

Offers Plus size bridal wear or petite bridal wear

✓ The models they use vary from curvy to slim. However, the predominant body size is slim

✓ The brand offers from 0 to 20 US sizing.

✓ The brand offer products adapted to all kinds of body types (petite, tall, plus, curvy)

Personal blog

✓ Pronovias has their own blog: https://www.pron ovias.com/blog/en / in which they publish their wedding dresses,, “real brides” ,fashion shows, “lovehunters”, and their information

Stands for the LGBTQ community

X There is no size offer available on their webpage but, regarding the pictures on Instagram and the models used on the campaign they do not seem to offer plus size bridal wear.

✓ ✓ The brand believes The brand support all in offering different types of women and wedding dresses displays women style such as models together. tuxedos to empower women who do not feel related to the classical bride. Even if the brand does not specify if they support the LGBTQ community, they believe in new traditions.

✓ LWD has their own blog: http://www.lwdbridal.co m/blog/ in which they publish bridal dress trends, real brides weddings/dress, and events.

Usage of celebrities/influ encers to promote the brand

✓ ✓ X Chiara Ferragni, Even if the brand Coral Simanovich does not use Asos opts for normal and Irina Shayk wellknown models looking models with are two examples in their campaigns, different shapes and of celebrities/ different top m odels sizes. influencers used such as Taylor Hill by Pronovias to promoted the brand promote their in the latest Ralph brand Lauren fashion show.

Affordable prices

✓

Sells online

✓ ✓ The price range The price range offered by the brand offered by the brand goes from 83.44€ to goes from 128.37€ to 125.57€ 270.26€

✓ The price range offered by the brand goes from 1263.74€ to 12637.43€

X They do not sell online. Appointment is needed to go to the physical store and shop there

✓ They offer shipping and return services.

✓ Asos is an online platform They offer the customer a complete online experience.

✓ Offers select shoes, accessories, and sample sale gowns for purchase online in the US.

Personalized bridal wear

✓ Personalized details, such as the colors, sleeve length, the capes, veil, etc.

Welcoming instore display

✓

Pronovias’ physical store is beautiful, welcoming, magical and warm,

Their bridal store is welcoming, bright, warm and elegant

References: ( Pronovias | Vestidos de novia y vestidos de fiesta | Pronovias , no date) ( Little Black Tux Womens Tuxedo Black & White , no date) (Women's Clothes | Shop for Women's Fashion | ASOS , no date) ( Little White Dress Bridal Shop | Denver, Colorado's Best Designer Wedding Dresses and Accessories , no date)

3.2.6 SWOT Conclusions & Key Success Factors for the Future: Shown below is the SWOT taken from the Internal and External Analysis. Strengths (internal)

Weaknesses ( internal)

Products are high quality, elegant and

Lack of diversity within their models.

contemporary.

Lack of engagement with customers.

Present in several social media platforms.

Social Media posts.

Lower priced.

Lack of originality.

Consultation from sales assistants.

Similar to Rosa Clará’s communication.

Complementary products for the wedding dress.

No innovation, of content or media.

Offers wedding dresses, cocktail dresses,

Lack of brand awareness.

communion/flower girl dresses, as well as

Limited dress sizes.

accessories.

Failure at approaching millennials and younger

Relation of parent company, Rosa Clará, with

brides.

Aire Barcelona

Lack of diversity within dress styles. Do not facilitate the consumer brand information.

Opportunities ( external)

Threats ( external)

Strong brand values that the consumer can relate

Old fashion designs that do not fulfil the

to.

expectations of today’s brides.

Affordable subcollection from time to time.

Highly competitive markets.

Special collection dedicated to smaller brides or

Reduction of weddings (the role of marriage).

plus sized.

Economical crisis.

Rental wedding dress.

High prices.

Offer of contemporary designs.

Budget for the wedding.

Future collaborations with wellknown designers. Usage of wellknown models and regular women to promote the brands. Expansion to emerging countries. Actively support wedding of the LGTBQ community. Personalised bridal products (AdHoc Interviews) Instore VIP Lounge appointment Virtual catalogues (AdHoc Interviews) 58

3.2.7 Current Copy Platform: This Copy Platform analyzes the current Aire Barcelona. The Product (or Service)

A. Feature 1. 2. 3. 4. 5.

High quality materials. Contemporary styles. Reflect fashion’s latest trends. Sales assistant/stylist guidance. Lower prices than Rosa Clara.

B. Benefit 1. Provides security for brides due to the fact that they belong to the Rosa Clará Group. 2. Ability to be a bride that wears a trendy dress. 3. Enables the bride to personalise the dress, picking her shoes, accessories, and dress. 4. Helps the bride pick the perfect dress (fit, and neckline), the seating plan for the wedding, hairstyle and more. B. E xclusive or unique product attributes: The brand uses first quality materials but at an affordable price. C. Product claims can be substantiated and are found in online reviews. D. R osa Clará is the parent company, it was the first to be founded in the Rosa Clara Group. It is not recognized on their page that they are part of the Rosa Clara group, although the brands’ theme is almost identical to their parent group. E. T he brand value has low status as it is not highly recognized and appreciated. The Consumer

A. T he consumer of Aire are women estimately between the ages of 2540 years old. As the brand has low prices, the brand attracts consumers with estimately an income of 24k/month. The occupation of a Aire’s consumer could be a lawyer. As Aire is distributed in more than 59 countries, their consumers are from almost every continent. However their most loyal and biggest following are women from Spain. B. A ire Barcelona’s consumer is a woman who considers herself “normal”. They are women who are in love, work, go out and shop with friends on occasion, and etc.. They are also women who go to events and/or have daughters .They are women who have a positive outlook on life and who want to look beautiful in their wedding dress while maintaining their budget. 59

C. O btaining an elegant bridal dress from a reputable bridal group at a lower price than that of Rosa Clara. The Marketplace

A. The main competitors in the Spanish market are Pronovias, Rosa Clará and J esús Peiró. “Pronovias between 41% 50%, Rosa Clará a little over 20% and Jesús Peiró between 5% 8%[translated into english, original article in spanish]” (Romo, 2017) B. Competitors 1. St. Patrick by Pronovias 2. Pronovias 3. Jesús Peiró 4. Yolan Cris Our advantage/disadvantage 1. St. Patrick by Pronovias: Since St. Patrick belongs to Pronovias Group, the brand has a higher market share when comparing it to Aire’s. Also, they have similar prices and styles. 2. Pronovias: Aire’s advantage against Pronovias is the offer of affordable bridal products. On the other hand, the wellknown notoriety of Pronovias is the main disadvantage when comparing it to Aire’s. 3. Jesús Peiró: Aire’s advantage is that their prices are more affordable in comparison to Jesús Peiró. However, their disadvantage is that Jesús Peiró’s customer service remarkable, their higher brand awareness, and they also have the option to customize their wedding dresses. 4. Yolan Cris: Aire’s advantage is that their prices are more affordable compare to Yolan Cris. Nevertheless, Aire’s disadvantage is that Yolan Cris has higher brand awareness compared to Aire’s. C. Aire Barcelona's product in comparison to their competitors is looked at as a more affordable alternative to Rosa Clara. The only competitive advantage they have, which is not strong, is that they are associated with well known Rosa Clara. Aire Barcelona has no innovative products. Their products are very similar to their parent brands’ and are known as being elegant and contemporary. D. A ire Barcelona, in comparison to its competitors, are comparably priced as the Rosa Clara group offers lowerpriced gowns in other sub brands. They also compete with the sub brand of Pronovias, St. Patrick who is lower priced than their parent brand.

Creative Strategy

A . The “One Thing”: If you could say one thing about this product or service: Lower priced products when comparing it to 60

its parent brand (Rosa Clara). B. Taken from an online brand review, this quote shows how customers are aware and are happy about their affordable prices: “My dress is an Aire Barcelona and the girl told me that it was one of the most expensive and it cost me 1900€ I am delighted” (Noelia) (G oogle Maps Reviews Aire Barcelona , 2017)

3.2.8 New Copy Platform Proposal for Aire Bridal: This Copy Platform is the proposal for the new Aire Barcelona (Aire Bridal). The Product (or Service)

A. Feature 1. High quality materials. 2. Contemporary styles. 3. Reflect fashion’s latest trends. 4. Lower prices than Rosa Clara. 5. Wider range of options for women of different sizes and sexualities. 6. Sales assistant/stylist friendly guidance. 7. Sales assistants offer bride and her companions beverages and chocolate. 8. Sales assistants offer “the whole look” accessories & hairdo. B. Benefit 1. Provides security for brides due to the fact that they belong to the Rosa Clará Group. 2. Brides get to feel comfortable with a brand that accepts their size & sexuality. 3. Ability to be a bride that wears a trendy dress. 4. Enables the bride to personalise the dress, picking her shoes, accessories, and dress. 5. Guides the bride to pick their perfect dress/tuxedo (fit, and neckline), hairstyle and more. 6. Great brand experience, brides and her companions are pampered. B. Exclusive or unique product attributes: Diversity regarding product range adapted to the bride's preference. Also keeping communion/flower girl dresses, cocktail dresses and accessories. C. Product claims can be substantiated by being transparent on their webpage, showing product qualities and how and where their products are made trend of transparency and mindful consumerism. Reviews on their products can also be found online by previous customers. D. Rosa Clará is the parent company, however Aire Bridal will 61

not focus on their association with their parent brand due to the fact that their new business strategy is vastly different. E. The brand value has high status as it is highly recognized and appreciated. The Consumer

A. The consumer of the new Aire are millennial women between the ages of 2331 years old. They are women of any sexuality, shape or size as the brand has products for every woman. They are women who are able to afford a 1.53k euro dress. B. Aire Bridal’s consumer is a woman who considers herself unique. They are women who are in love, work, go out and shop with friends on occasion, and etc.. They are women who have a positive outlook on life and who want to look beautiful in their wedding dress while maintaining their budget. They are also women who support brands that mirror their values. C. Obtaining an elegant and contemporary bridal dress from a brand that transmits strong values at a comparable price.

The Marketplace

D. Aire Bridal, in comparison to its competitors, are comparably priced. They compete with their prices with the sub brand of Pronovias, St. Patrick who is lower priced than their parent brand. Creative Strategy

A . The “One Thing”: If you could say one thing about this product or service: Diversity within products and values. B. Significant facts or statistics about product, consumer or market. Taken from AdHoc interview: “I wish bridal brands offered a wider range of products”, “I want my own style to be transmitted through my dress so I wish I could personalise my dress”, “I do not want to spend 6000 € on a dress I will ll only wear once”, millennial women want to see a variety of products at affordable prices. Taken from an online article: “I started to feel left out. Which I couldn’t understand at first, because in general, weddings are universal regardless of gender, race, shape or size or even culture” (McGowran, 2015), this quote demonstrates how weddings are for everyone and that all women should feel included in their own wedding experience, including finding their perfect wedding dress.

3.2.9 Customer Journey Canvas: Below is the Customer Journey Canvas which explores what a bride may feel throughout her experience as a bride and in her journey in buying her perfect bridal wear. Customer need:

To feel secure about the decision

Key Moment:

1. Proposal, the bride is asked to marry her future husband

Help and guidance

To feel support and to feel safety

To feel happy about her purchase, and to feel less pressure

To fulfill her expectations and happiness

2. R esearch 3. Gets 4. R elieved, about the type advice, she happy, of brand she might change stressed, wants, the her mind trying to keep bridal brands, about the style the same dress different of the dresses size. styles and she wanted, trends towards may get design. bridesmaid Determines dresses or her budget matching and style of accessories. dress, depending on

5. Postpurchase support until the wedding. The brand has to fulfill expectations, the bride gets compliment, feels comfortable if so, she might write reviews, share her 63

state of wedding theme,

Customer :) → The Satisfaction: bride is excited to get Green= happy marry. Yellow= fine Red=upset :( → S he feels lost because she might not be the stereotypical bride or on the other hand, she is not sure about her relationship.

experience and recommend the brand to others.

:) → s he can :) → T he :) → She :) → The feel excited bride is purchased the consumer is about the new relieved of dress or happy about chapter in her that pressure maybe did n ot her purchase life. due to the fact buy anything and will that she is in the store recommend :( → She can given but she feels the brand to feel lost and professional guided. others. pressured advice. :( → The :( → If in the brand did not crucial fulfilled her moment the expectations bride does not so she did not feel like the buy any brand product and supported her does not want expectations, to come back she will not to the stores. recommend the brand to her friends.

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