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 …show more content…
Because DB is also able to remain sensitive to the budget constraints present for many brides, it is able to accommodate a larger amount of customers within its target market, thus increasing the chance of positive reviews and customer referrals.
David’s Bridal serves only the niche market of wedding attire and accessories. While the large department stores carry a wide array of products and attire for all occasions, DB relies solely on the wedding occasion to gain profits. This is a risky position for a business to be as any downturn in the wedding attire industry or any change in societal norms regarding marriage will more severely impact DB or other specialty bridal shops than it will larger retailers in which wedding attire accounts for a smaller portion of overall …show more content…
The dresses range in price from $99 to $1,500 with a large portion of dresses costing $600 or less. In regards to distribution, David’s Bridal employs a vertical integration strategy allowing the company to decrease costs by handling all parts of the dress-making process from design, to materials, to production, distribution, and sales. David’s Bridal has a nationwide chain of over 300 stores and utilizes its own distribution centers to move inventory. DB also relies heavily on its website for online channel sales to promote a comfortable buying experience. DB relies heavily on positive word of mouth advertising from satisfied customers. It also utilizes television, magazine, e-mail campaigns, social media, and online advertising. Social media efforts encouraging brides to share their positive experiences, which helped to overcome some negative customer experience
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 …show more content…
Because DB is also able to remain sensitive to the budget constraints present for many brides, it is able to accommodate a larger amount of customers within its target market, thus increasing the chance of positive reviews and customer referrals.
David’s Bridal serves only the niche market of wedding attire and accessories. While the large department stores carry a wide array of products and attire for all occasions, DB relies solely on the wedding occasion to gain profits. This is a risky position for a business to be as any downturn in the wedding attire industry or any change in societal norms regarding marriage will more severely impact DB or other specialty bridal shops than it will larger retailers in which wedding attire accounts for a smaller portion of overall …show more content…
The dresses range in price from $99 to $1,500 with a large portion of dresses costing $600 or less. In regards to distribution, David’s Bridal employs a vertical integration strategy allowing the company to decrease costs by handling all parts of the dress-making process from design, to materials, to production, distribution, and sales. David’s Bridal has a nationwide chain of over 300 stores and utilizes its own distribution centers to move inventory. DB also relies heavily on its website for online channel sales to promote a comfortable buying experience. DB relies heavily on positive word of mouth advertising from satisfied customers. It also utilizes television, magazine, e-mail campaigns, social media, and online advertising. Social media efforts encouraging brides to share their positive experiences, which helped to overcome some negative customer experience