Davids Bridal Case Study

With the change of trends, this presents challenges for David’s Bridal. Currently, couples are choosing cohabitation and waiting for longer intervals to get married again. Also, women are not choosing to have a expensive, flashy wedding and instead are choosing something cost effective and small.

DB decided to focus on the concept of customer service which led to retention of brides and bridesmaids. This would then provide a chain effect that would entice the bridesmaids to purchase their wedding parties gowns from DB also. After instating a new CEO, Robert Huth, he made changes to build a new distribution center to facilitate business better. He also launched a website which would reach customers from the comfort of their home.

Yes, I believe a lot of companies use models like this. Wal-Mart is one example that has clothing brands and other product brands which are named differently to give the appearance as not being Wal-Mart branded. These products are more likely to be appreciated by the consumers. The only thing I would change would be showing and increasing the marketing effort on my branded products. I would push to monopolize and encourage selling only my products.

The customers will first recognize DB as a well known vendor of wedding gowns. Next, the customer will visit the site to seek dresses in the realm of their fashion taste. After, the customer will visit the nearest store to try on and also see recommendations of DB. Then, the customer will compare prices with the appearance to decide whether they will purchase the dress and what type of alterations are needed or possible. Finally, the customer purchases the wedding gown. The biggest opportunity to have a high ROI is when providing recommendations, showing the brands owned by DB which will reap more benefits for the company.

The program seems to not be very effective, since the buy rate is higher than any other variations. This means the customer most likely already is invested enough to visit a local store or shop online without needing marketing assistance. If I had to recommend a path it would be Rational. This has the most successful buy rate percentage which was 3 % more efficient than the control.

The biggest weapon DB needs to utilize is Analytics. Being in the clothing

industry presents a plethora of problems since fashion trends are constantly changing. Gaining data is a key factor in being on top of every trend and being able act fast. Another skill would be agile marketing which can focus on multiple smaller elements to build to larger success.