Missio nSomething Something old, something new borrowed, something blue
And something customized by Olivia
Designe r
Mood
Customer Audrey
Customer Audrey Duper is a 28 year old woman who lives with her fiancĂŠ (Peter) in the Gold Coast area of Chicago. Because she had a high level of education, she is the director for advertising at a large firm in the heart of Chicago (the loop). She plans to have children within the next five years and plans to walk down the aisle in months. She shops at only high end shops that are quality and brand driven like Neiman Marcus and Saks Fifth Avenue. Her favorite designers are Chloe, Stella McCarthy and Jenny Packham. In her free time she enjoys yoga, museums, reading, and collecting antiques. She plans to travel to exotic places such as Florence, Prague, Madrid and Paris. Audrey is intelligent, smart, and beautiful in which she is ready for to share the next chapter of her life with her soon to be spouse.
SWOT
Competitive
Competitive Olivia’s competitors are predominately located in the Gold Coast area of Chicago. Their price point ranges from $2,000 - $6,000. Both competitors offer only custom, in store service only. They are well known in the Chicago area, which is Olivia’s main drawback. However, Olivia offers unique, convertible gowns where she can offer a jewelry section and intricate fabrications. Olivia has opportunities to shine in the Chicago bridal area by creating more social media aspects to her collection. Individuals need to see her face to put a name to these beautiful bridal gowns.
Marketing Product Wedding Gowns: Olivia’s bridal offers custom wedding dresses perfect for each individual’ need. Gowns are offered as separate ensemble pieces for a bridal gown. This offers a convertible gown which is flexible for brides to change their look whether it be for the ceremony, pictures or reception. Limited gowns will be offered to be transformed into lingerie or night gowns to be worn again after the wedding Nightgowns/lingerie Veil’s Boleros Jewelry
Marketing Price Bridal Gowns
Night Gowns
$3,000 – $800 – $6,000 $1,500
Veil’s
Boleros
Jewelry
$200 – $1,200
$500 – $1,000
$80 – $200
Olivia’s price points are at a design/couture price point. She offers the best quality, detailing, customer service and alterations. Her target customer can afford a custom gown and are more than willing to pay a special price for them to be unique and beautiful on their wedding day.
Marketing Place Gold Coast/ Streeterville area of Chicago The boutique will be located in this area due to the quality of Olivia’s designs. Her gowns are couture and resolute in areas where there are couture boutiques. This area is classy, upscale, and simplistic to Olivia’s target customer. She will be able to build a great clientele off of this location and personal relationships
Marketing Promotion Social Media
Business Cards
Olivia plans to promote herself through her website, Twitter, and Facebook page. This will help Chicago customers understand who Olivia is and what she obtains that is diverse from her competition.
She will attend events in Chicago where she is able to hand out business cards. Example: Merchandise Mart, fashion shows, and “meet the buyers” panel.
Pop Up Store
Free Veil
When Olivia first starts her business she will create “pop up” stores in Chicago so she creates awareness. This will give an opportunity for her target customer to “test” her product. She then can create potential customers when she opens her boutique
When Olivia opens her boutique she will offer a free veil with each purchase of a gown. This will offer a bride to have one less accessory to pay for. The promotion will allow new customers in and spread the word about her business.
From a former client
Social Facebook
Survey Completed Surveys: 40 Average Age: 30 Average Salary:
Results for “How much are you willing to pay for a wedding dress?�
Designer vs. Custom Designer: 19 Custom: 11 Either: 10
“Would you consider buying a dress online?”
Responses: “Custom is preferred, because it makes the day more special to know that you are wearing something of your own.” “Designer. I am very visual, so I liked being able to try something on instead of guess what it might look like after buying online or having someone design something. “Just something that looks right on ME. Don't care about brands or anything else.”
Convertible Dress vs. Two Dresses
“Would you travel outside of Chicago to look for a dress?”
“What type of wedding dress do you prefer?”
Press
Summary