SUMMARY:

In America, brides traditionally wear white dresses, which is deeply ingrained in the culture. However, brides from other cultural backgrounds often struggle to find a dress that connects with their heritage.

ASK

Promote Anthropologie’s Bridal Section


PROBLEM

 In an ocean of white many brides struggle to find a wedding dress that truly reflects their personal story and cultural identity in a market dominated by generic, one-style-fits-all designs.   



For years, American brides have worn the same thing. An all white dress. White is classic, elegant and timeless in the bridal category but, not every culture views white as being the go to bridal dress color. So when brides from other cultures go dress shopping in the United States, they struggle to find a wedding dress that not only reflects their personal story as a bride but one that also pays homage to their other culture’s bridal traditions.

RESEARCH

TACTICS

Asking a bride about her big day prep.

We started by surveying recently engaged, recently married and long term married brides to explain their experiences when they were wedding dress shopping for themselves. This was then followed up by cultural wedding research. We focused on other religious wedding ceremonies to see what those brides were wearing to reflect their culture on the big day and lastly we spoke to wedding photography employees at Anthropologie to ask them about how often they saw anything else besides a white dress in the bridal section.

Our Biggest Finding:

It’s more than a dress.

80% of women surveyed feel that their wedding dress is the most significant symbol of their personal story and the essence of the wedding.

INSIGHT

It is not just a dress, it is personalized symbol of different cultures wedding traditions

STRATEGY

Creating wedding couture for the cultural bride

SOLUTION

hUe by Anthropologie

New Product Line

Tech Enabled Mirror

A digital mirror where people can see theirselves in a virtual Anthropologie Wedding Dress. The mirror captures their reaction when they see themselves with it on and then can suggest styles and colors based off of their reactions.

Soundtrack of Stories

An in-store auditory experience where listeners can listen to voice recordings of brides past who are sharing what their wedding dress and its corresponding colors mean to them.

Team Members

Agrim Prakash (ST)

Julia Daum (ST)

Monica Bains (AD)

My Role

Strategic Storytelling

Target Audience Development

Creative Brief Creation

Qualitative and Quantitative Research