A Perfect Marketing Marriage

Chances are you or someone you know will be attending a wedding this season. And whether you admit it or not, you probably watched or read something about the Royal Wedding. The wedding industry is a $40 billion

a year industry, with bridal gowns being the No. 1 item on a bride’s shopping list. According to Brides.com, the average wedding dress costs $1,075. The average bride will spend about 6 percent of her wedding budget on the dress alone. It’s no wonder a well-known apparel retailer, best known for contemporary looks for adults and children alike, challenged Proclivity to help it find customers for the launch of its wedding gown business.
Finding a new target audience within an existing customer database is a difficult task, particularly if the product is a once-in-a-lifetime purchase. Wedding gowns are niche products for which campaign audience and timeliness are critical, and prior challenges with a wedding gown launch impeded the retailer's goals. The brand sought to ensure its new campaign led to revenue lift and product success without alienating customers who weren't ready or disinterested.