G L O B A L B R I DA L
A re brand of the already existing Global Bridal Gallery located in Alexandria, VA.
ERIN KELY Senior Capstone
TABLE OF CONTENTS
I. Mission, Vision, Value Statements II. Target Market III. Brands They Carry IV. Marketing VI. Website VII. New Interiors
Mission To give every bride individualized attention and to make her day our number one priority.
Vision We envision not only ourselves as a bridal retailer, but as a destination for brides to come and feel at ease knowing that they will find the perfect dress here.
Value We sell the experience as well as merchandise at a reasonable price.
TARGET MARKET
Global Bridal offers a range of dresses to fit several types of women. Different fits and shapes of the dresses will meet the needs of the range of women that come in looking for wedding dresses. Global Bridal brides are a wide range of age from 20-45 years. They need a dress that is not inexpensive, but not too much of a price to pay. They offer just that.
BRANDS THEY CARRY
Global Bridal carries featured brands such as Truvelle, & For Love, and Anais Anette. Each brand that they carry reflects who Global Bridal is as their own individual branding. Their featured designers carry their own look books for potential clients to see what their dresses look like in presentation form.
MARKETING
Global Bridal has a strong presence on several marketing platforms both digitally and in print. Their social media platforms include Pinterest, Instagram, Twitter, and Facebook. These tools help them reach a wide range of clients, but primarily the millennial generation. Global Bridal has both Yelp and WeddingWire profiles for potential clients to browse previous reviews from past clients. Not only is each of their marketing tools a way to sell to future clients, but they make sure that their branding and essence comes through to each browsing viewer.
SOCIAL MEDIA Social media outlets are a chance for Global Bridal to communicate with each of their clients, share what inspires them as a retailer, market promotions, and just to serve as a mood board to who Global Bridal is as a brand.
TWITTER By using Twitter, Global Bridal will be able to pro actively promote the brand, generate leads, promote company events and engage with the customers in a timely fashion. Twitter users are always using twitter to engage and communicate about the brand. This way they can get an immediate answer to any questions they have and learn more about Global Bridal.
INSTAGRAM With the use of hashtags, promos, and advertising, Instagram has become a global phenomenon. By using Instagram, Global Bridal shows followers their past brides trying on dresses in the show room, wedding inspirations, and beauty tips. This will give followers a chance to understand what Global Bridal is all about as a company. Used as another form of communication with clientele, Instagram is useful for promotions, inspiration, and overall aesthetic of Global Bridal.
PINTEREST Many brands use Pinterest as a collection of mood board images and as a connection to their brand. At Global Bridal, Pinterest is used as an organizational system for different tips and how-to on everything from invitations to menu options for a wedding. Global Bridal’s Pinterest is updated on a daily basis to ensure they are updated on the latest trends in the wedding industry.
FACEBOOK Facebook is a form of media that Global Bridal uses for event posting. Global bridal hosts several trunk shows throughout the year and Facebook is one form of communicating that to their clientele. It is also used to post pictures of past brides and also to show some news of the designers they carry in the showroom.
WEDDING WIRE AND YELP These two websites give clients a chance to read about other brides’ personal experiences with Global Bridal before scheduling an appointment. On Wedding Wire, brides rank quality of service, responsiveness, professionalism, value, and flexibility on a scale of 1-5, 5 being the best. This can be extremely helpful for any potential clients doing research. Yelp is also another form of viewing previous bride’s reviews. Instead of just ranking, previous clients actually have a chance to write out reviews and post photos of their dresses as well.
PROMOTIONAL PIECES Promotional pieces are used as an outlet for communication even when one is not directly speaking to the clients. Global Bridal has a range of promotional pieces. After each bride leaves they are given a leave behind noting what dresses they tried on and business card to contact the sales person to make any additional appointments. For any upcoming events or trunk shows, clientele is sent promotional emails to inform them date and time.
BUSINESS CARDS Business cards are given to every bride that makes an appointment and for anyone that asks for it. Every single one of Global Bridal’s business cards are unique because they each have a picture on the front from past brides on their wedding days that purchased with Global Bridal. This gives future brides a chance to see each dress in a wedding environment. On the back of the card is all the information needed to contact Global Bridal.
LEAVE BEHINDS By giving each bride a leave behind after they leave, it will allow them to remember the dresses they tried on and liked the most. On each leave behind, the dress will be categorized by designer, style number, color, and any additional notes the consultant took during the appointment. Having these notes for each bride will aid them to remember the session clearly and convince them to come back to Global Bridal and purchase with them.
FRONT
BACK
TRUNK SHOWS Global Bridal hosts a range of trunk shows for many of their feature designers. Global Bridal sends out these advertisements in an email and posts them to their social media pages. Future brides are given a chance to view upcoming seasonal collections and special order dresses.
GET THE FIRST PICK
Global Bridal invites you to a trunkshow featuring designer Anais Anette.
APRIL 15, 2016
THE WEBSITE
Global Bridal’s website is an outlet for potential clients to experience past dresses by flipping through photos in the photo gallery, shop dresses and prices on what Global Bridal is currently holding, contact information, read about Global Bridal as a brand, and connect on their social medias. Each facet of this website is user friendly with the consumer in mind. Global Bridal not only wanted clients to use the website as research tool, but use it as an outlet of communication between Global Bridal and clientele. By visiting the website, Global Bridal gives each bride an exquisite level of customer service before they even set foot in their show room.
G L O B A L B R I DA L SHOP
P H OTO G A L L E RY
ABOUT US
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C O N TAC T
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G L O B A L B R I DA L SHOP
P H OTO G A L L E RY
ABOUT US
C O N TAC T
ALEXANDRA
J O R DA N
MADELINE
CARA
$ 1,808.26
$ 1,660.65
$ 1,734.46
$1,586.84
G L O B A L B R I DA L SHOP
P H OTO G A L L E RY
ABOUT US
He re y ou g e t t o l o o k at ou r p a s t br i d e s t h at f ou n d t h e d re s s o f t h e i r d re a ms w it h u s . It m i g ht e v e n g i v e y ou c h a n c e t o i m a g i n e w h at t h e y m i g ht l o o k l i k e on y ou . E nj oy !
Jo A n n a n d St e p h a n
Olivia and Ben
S h e i s w e a r i n g Tr u v e l l e 2 0 1 5 .
S h e i s w e a r i n g A n a i s A n n e t e Spr i n g 2 0 1 6 .
C O N TAC T
NEW INTERIORS
Interiors can strongly reflect the aesthetic of a brand. Global Bridalâ&#x20AC;&#x2122;s interiors can be described as a mixture of modern and comfortable furnishing. With spacious interiors such as high ceilings and floor to windows, Global Bridal offers an open inviting show room for brides to come and find the dress of their dreams.
View 2Outside the show room
View 1Walking in from front entrance
View 3A glimpse into the fitting rooms
View 4Another glimpse inside the show room