Madeleine Marto
Madeline E.M. Mason
This is Zuri Deloria...
Zuri is a graphic designer. She works for a children’s book illustration company in Phoenix, Arizona, making an annual income around $51, 000. She is Native American, and 27 years young. When she has free time, she likes to go hiking, especially on Sunday mornings right when the sun is about to rise. Her favorite place go is the beach at Rocky Point, Mexico. She collects sea shells and displays them all throughout her house. She has mastered the art of making sushi, which is her favorite food. She only buys the freshest ingredients. Imagine Dragons is her favorite band. She has been to five of their concerts. Her favorite song is “America”. When she isn’t swirling around with her hectic and busy life, she paints to relax. The house has a lot of her paintings hanging. She mostly likes painting her family pictures for gifts.
Oh yea! Another important thing... Zuri loves her fiance, Nicholas Engel. She is her best friend’s brother. He is 30 years old, and city planner for Phoenix and makes about $48,000 annually. They live together in a small condo. His family is of German descent. He came to the United States when he was six years old with his parents and younger sister. He joins her for her Sunday hikes, bringing breakfast for when they’ve finished. He tries to take her to the beach once a month, because he loves seeing her light up when she finds a new sea shell. He introduced her to sushi on their very first date. He also has taken her to 5/5 of the Imagine Dragon concerts she has seen. When Zuri starts to paint, he lets her be alone so she can clear her mind. He insists on keeping the paintings she doesn’t make for gifts. He loves having her artwork around. They don’t have kids now, but when they do, he wants them to see all of their mother’s work.
Arizona... Zuri has lived in beautiful Arizona her whole life. Her family lives in Arizona, and so does Nicholas’, so they don’t feel compelled to move anywhere else.
Her Native American Heritage... Her family is a part of the Navajo tribe. When she was younger, she lived on a reservation. Her father is a retired member of the Inter Tribal Council of Arizona, Inc. Zuri still participates in festivals and celebrations on her old reservation. She is very proud of her culture and wants to encourage other descendents of the Navajo tribe to be as well.
Clothing she likes... Zuri loves boho/bohemian fashion. It works best in the dry, hot climate of the Arizona climate. She loves unique pieces, especially pieces she can wear over and over. While she is crazy about intricate, flowing designs, she does not shop too often. She wants to save her money for her wedding. When Zuri shops, she likes buying clothing from Free People, Forever 21, Rue 21, thrift stores, and local vendors. She chooses mostly light weight fabrics, since it is often very hot and she likes spending most of her time outdoors. She has many handmade pieces from when she lived on the reservation, and when she goes back to visit her parents, they usually have aquired another piece for her.
Her Wedding... Zuri is very excited for her beach wedding. She is keeping within her boho fashion comfort zone. She is looking for long, flowing dresses with lace. She will wear her mother’s veil, and a very unique wedding/ engagement ring combination. She is very interested in the bridal lines designed by Maggie Sottero, Vera Wang, and Abigail Betz. The location is in Rocky Point, Mexico. It will be an intimate ceremony and reception with family and close friends. She happily will be Zuri Engel on October 19, 2013.
Madeleine Marto Madeleine Marto used to be the wedding gown brand known for its very ideal white, traditional wedding gowns. For Spring 2014, it is going to be repositioned. There are so many different cultures, ethnicities, etc. in the United States now. Most importantly, they are proud to express themselves. Due to this societal change, Madeleine Marto decided to change its product. The following page shows what Madeleine Marto represents now. It is colorful, unique, expressive, and cultural. It allows women to be the exact woman they imagined they would be on their wedding day. It encourages women to feel comfortable within their culture and society. This brand is meant to help empower women.
I would choose to use qualitative research, in the form of individual interviews. I would do it this way so that the women would not feel they have to conform their answers to anyone else’s. Each question would ideally turn into a conversation in order to gain as much information as possible, on a personal level. This would be within the beginning stages for my concept. The following research would be used in order to create the environment of, and start, the bridal store. This bridal store is supposed to offer unique and diverse options for a more forward thinking bride. About 20 women similar to the persona would be interviewed. The following are my question guides: 1) If you were told you would have an assigned bridal consultant based on your personality, to you, would that differentiate our store? 2) How would you feel if we had models wearing gowns to demonstrate their fit, instead of mannequins? 3) What is the first thing you imagine seeing when you walk into a bridal salon? 5) What do you think the atmosphere should be like when you come inside of the salon? 4) Would you be interested in visiting the bridal salon if this were one of the advertisements? This would be an example of a magazine advertisement, which would be the main form of advertisement. The article is short, sweet, and to the point. This photo shows the diversity of the brand.
There will be different areas of the store to reflect different personality types of the brides. There will be displays about the store demonstrating different ideas for what their big day could look like. When they put on a gown, they are free to walk over to each display and look into the mirrors. This is to help enhance the experience for the bride, and let her truly imagine what she will look like on the special day. Also, live women will be demonstrating gowns, as opposed to mannequins.
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