Case Study : David 's Bridal Essay

1637 Words Sep 18th, 2016 7 Pages
The focal company in the case is David’s Bridal (DB), a specialized wedding attire retailer. The focal product is affordable wedding attire and accessories ranging in price from $99 to $1,500. Included in the term “affordable wedding attire and accessories” are bridal gowns, headpieces, veils, and other gown accessories.
The target market is brides-to-be who are in the market for wedding and/or bridesmaids dresses and accessories. The market currently consists of Generation X (who valued tradition and consistency), Millennials (also known as Generation Y and who required high levels of feedback and interaction), and Generation Z (who are highly technologically connected and have never experienced life without the internet). As of 2011, the average marriage age was 27 for women, which narrows down the target market to brides-to-be in their mid-twenties to early-thirties. This demographic fits into the Millennial generation. Millennials are generally waiting a longer period of time to get married, contributing to the trend of older brides.
The bridal gowns and accessories provide the consumer want for beautiful wedding attire (that, in many cases they have been shopping for months or even years) and the consumer need for a gown that falls within their price range. Brides have an expectation for their wedding to be one of the biggest days of their lives, and DB allows them to purchase a beautiful gown from a selection of well-known designers at a price they can afford. DB also…

Related Documents