How the Bridal Collection used the Internet to Continue Helping Brides During the Pandemic
The Bridal Collection is home to some of the most beautiful wedding dresses and friendliest staff. It is a family owned store in the heart of Centennial Colorado and is the top bridal store in Colorado as of 2021. There are many reasons why this wonderful place has been awarded this title for the past several years. But among those reasons, is how they were able to succeed as a business throughout the pandemic. How did they do this you may ask?
The internet was one of the most vital sources for any business or operation while the pandemic ran its course. When it comes to wedding dresses, selling over the internet seems impossible. It is the one retail shopping experience where people actually need to feel and wear the dress in order to feel confident. This is especially because it can cost so much money to get a dress, alter it, really everything that starts with saying “yes” and leads to the moment the bride is getting married. So how did the bridal collection use the internet to stay afloat through these difficult times?
I sat down in an interview with the store co-owner, Mrs. Lynn Crandall. Her innovation and team support is at the core of this success and I can’t wait to share her insight.
What would you guys say carried you the most, pertaining to technology and the internet, during the pandemic?
I would say that Tik Tok most definitely took us by surprise. While everyone was at home, our marketing team was able to pump up their creativity and craft some of the most fun and interactive TikTok’s. When they did this with women wearing our dresses, it allowed for the brides to engage with us in a different way and see more of our gown selection. It helps for a bride to not just see photos, but see how the models are moving in the dress. “When the light hits the sparkle, what does that look like? Is the mermaid on this dress too tight around the knees that I may waddle?” All of these questions could be somewhat answered when brides watched our dresses in these new TikTok’s.
Were you able to convince a bride to say “yes” to a dress, even if they were only viewing it on a Tik Tok?
The reality is that we could only do so much during that time and so could the bride. We were all in the same boat. Although most brides cancelled/postponed their weddings, there were always those outliers still getting married and needing a dress. Therefore, they were able to see the character and movement of our dresses and created an interactive space. After asking many questions and liking the dress in multiple TikToks, eventually brides took a chance. This allowed us to perform much greater than with just an online shopping website. There is no relationship or personal engagement when Tik Tok is not utilized.
