Repositioning David's Bridal

1. DAV I D ’ S B R I DA L
P O S I T I O N I N G
B I B I A N
C O O P E R
C U R N O W
M C N E R N E Y
S H A M S
X I E
Y O U N G

2. $53.3B I L L I O N
A V E R A G E
B U D G E T
( B U T M A N Y G O O V E R )
W E D D I N G I N D U S T R Y
$29,3582 . 4 M I L L I O N
P E R Y E A R
SOURCE: THEKNOT.COM 2013 REAL WEDDINGS SURVEY

3. 70%O F W E D D I N G S
A R E M A D E U P
B Y M I L L E N N I A L S
80%W I L L O N L Y M A R R Y
O N C E & A R E W A I T I N G
L O N G E R T O M A R R Y
40%G R E W U P
I N B R O K E N H O M E S
65%L I V E W I T H
A P A R T N E R F I R S T
M I L L E N N I A L T R E N D S
SOURCE: 2012 MARKETING WEDDINGS TO MILLENNIALS

4. 2 0 1 3 S P E N D - P E R - G U E S T 2 0 0 9 S P E N D - P E R - G U E S T
vs
M I L L E N N I A L T R E N D S
$220 $194
SOURCE: THEKNOT.COM 2013 REAL WEDDINGS SURVEY

5. O F C O U P L E S C R E A T E D
S I G N A T U R E C O C K T A I L S
I N 2 0 1 3 V S 1 2 % I N 2 0 0 8
OF COUPLES HIRED A
PROFESSIONAL OFFICIANT,
DOWN FROM 63% IN 2009
O N L Y
M I L L E N N I A L T R E N D S
20% 57%
SOURCE: THEKNOT.COM 2013 REAL WEDDINGS SURVEY

6. DAV I D ’ S B R I DA L T R A J E C T O R Y
T OF R O M
T H E
W A L M A R T
O F T H E
W E D D I N G
I N D U S T R Y
“
”
SOURCE: CNN

7. P R I M A RY R E S E A R C H

8. M E T H O D O L O G Y
1 0 I N T E R V I E W S
E N G A G E D & R E C E N T L Y
M A R R I E D B R I D E S
( W I T H I N P A S T 3
Y E A R S )
2 1 S U R V E Y R E S P O N D E N T S
1 3 B R I D E S & 8 M O T H E R S
( B O U G H T G O W N
W I T H I N P A S T 3 Y E A R S )
M Y S T E R Y S H O P P I N G
A T D A V I D ’ S B R I D A L
D E S K T O P R E S E A R C H M A G A Z I N E A D
R E V I E W

9. W H AT ’ S I N T H E WAY ?
M A S S - M A R K E T
D A V I D ’ S B R I D A L F E E L S

10. W H AT ’ S I N T H E WAY ?
M O R E C O M P L E X
C O M P E T I T I V E L A N D S C A P E I S

11. W H AT ’ S I N T H E WAY ?
A DV E RT I S I N G
D I S C O N N E C T B E T W E E N I N - S T O R E E X P E R I E N C E &

12. C U R R E N T P E R C E P T I O N S
Because of the overwhelming amount of stock,
I DON’T TRUST
that the styles are curated as carefully
as retailers with smaller selections.
”
“
You may get lucky with someone who likes their job
and knows what they’re doing,
BUTTHAT’S NOT
THE NORM.”
“
It felt TOO COMMERCIALfor my taste.
I was more interested in a boutique feel with personal attention.
”
“ lower-end.
”“
SOURCE: QUALITATIVE RESEARCH

13. F U T U R E P E R C E P T I O N S
ITRUST DAVID’S BRIDAL
for all my wedding planning needs — from invitations to wedding gowns,
I know that the brand has high-quality selections at affordable prices.
”
“
David’s Bridal never fails to impress me with their
AMAZING & CONSISTENT
CUSTOMER SERVICE.”
“
FEELS BOUTIQUE,
but with a selection only David’s Bridal could provide.
”
“premium.
”“
PROJECTED CONSUMER PERCEPTIONS

14. TURNING DREAMS INTO REALITY,
WITHOUT COMPROMISING
STYLE FOR BUDGET.1
P O T E N T I A L P O S I T I O N I N G
WHAT WORKS: REFLECTS CURRENT BRAND PERCEPTIONS
WHAT DOESN’T: ULTIMATELY SELLS DAVID’S BRIDAL SHORT;
TOO FOCUSED ON WHERE THE BRAND HAS BEEN VERSUS
WHERE IT’S GOING

15. ENDLESS OPTIONS
TO MAKE WEDDING DREAMS COME TRUE.
2
P O T E N T I A L P O S I T I O N I N G
WHAT WORKS: IDEA THAT THERE’S SOMETHING FOR EVERYONE
WHAT DOESN’T: NOT FORWARD THINKING & LACKS
LONGEVITY;
FEELS MASS-PRODUCED VERSUS TAILORED

16. T H E T R U S T E D B R A N D
FOR CONFIDENTWALKS
DOWNTHE AISLE.
R E C O M M E N D E D P O S I T I O N I N G

17. R E A S O N S T O B E L I E V E
C O N S U M E R T R U T H S P R O D U C T T R U T H S
46% O F B R I D E S S A Y
T H E I R M O T H E R W A S
M O S T - I N V O L V E D
W I T H T H E W E D D I N G
FOOD & ALCOHOL
A R E B I G G E S T W E D D I N G E X P E N S E
( A N D W H A T G U E S T S
C A R E M O S T A B O U T )
in
B R I D E S W A L K D O W N
T H E A I S L E I N A
D A V I D ’ S B R I D A L
G O W N
D E S I G N P A R T N E R S H I P S
& N E W U P S C A L E S T O R E S
P R E M I U M A D V E R T I S I N G
G O O D Y B A G S
1 3

18. C O R P O R AT E R E C O M M E N D A T I O N S
2IN-STORE
PRACTICES
1E M P L O Y E E
B E N E F I T S
3CUSTOMER
SERVICE

19. REFLECTIVE
FULL-PAGE AD
M AG A Z I N E A D V E R T I S E M E N T
ACCORDION-STYLE
TAKEAWAY
SOCIAL HASHTAG

20. M AG A Z I N E A D V E R T I S E M E N T

21. T H I S D A Y I S N ’ T
E V E R Y T H I N G I P L A N N E D I T
T O B E .
I T ’ S E V E R Y T H I N G —
P L U S T H E B E S T F R I E N D S ,
F A M I L Y , A N D D R E S S
I C O U L D A S K F O R .
on the reverse:

22. on the reverse:
“ A L W A Y S T H E
B R I D E S M A I D ” ?
W H O C A R E S ?
T O D A Y T H E R E ’ S
N O T H I N G B E T T E R .

23. on the reverse:
T H E O N L Y T H I N G B E T T E R
T H A N H A V I N G T H E T I M E O F
Y O U R L I F E I S W A T C H I N G
Y O U R D A U G H T E R H A V E T H E
D A Y O F H E R L I F E .

27. T H A N K YO U

28. B E N C H M A R K S O F S U C C E S S
Make David’s Bridal #1 most recommended wedding brand
Company-wide sales better than $817.7 million (2011)
Better than one third of brides purchasing a gown at David’s Bridal (2011)
More than one half of brides searching for a gown visiting David’s Bridal (2011)
Better than 75% of brides visiting website during planning stages (2011)
Average attire and accessories sales better than 211 weddings and $333,802 per business
Average invitations sales of better than 80 weddings and $57,120 per business
Gifts and favors sales better than 234 weddings and $146,952 per business
Flowers and decorations sales of better than 61 weddings and $99,796 per business
Planning and consulting sales of better than 21 weddings and $31,941 per business