Gather & Gown Case Study
WSG collaborated with the exectutive team to identify key weaknesses in the current bridal dress business. WSG created G&G's value propositions to strategically capitalize on open industry opportunity.
WSG used its naming process in presenting the final choice, Gather & Gown. After narrowing down the options from a list of hundreds, WSG then developed a shortlist that occupied a brand/legal white space. Finally, WSG completed research that yielded feedback from real customers to land on Gather & Gown.
WSG conducted style research in the strategy phase in order to extablish the brand's look and feel. WSG combined several different types of aesthetics to arrive at the customized G&G brand style.
WSG sought to create an image and personality that appealed to a new audience of millennial female shoppers across channels. This was needed to create a brand and identity that spoke tothe new audience of women who were the desired shoppers. Gather & Gown spoke to both the process and the experience that we wanted to convey.
The overall packaging aesthetic is feminine and luxurious, making shoppers feel special when they receive product via mail. It was critical that the box had a "wow" effect. The script of "Hello Beautiful" captured the emotion for G&G, and pariing that with our coral signature color, and custom graphic it all came together perfectly.
WSG wanted to design and build a clean, simple, fast site that enabled he images of the dresses and models to stand out. The site is optimized for desktop, tablet and mobile interfaces. Over 50% of G&G visitors are on non-desktop devices.
WSG created a fresh new PDP layout that included front, back and alternative views. Each PDP also includes a runway view and inspiration page to add additional context to each dress design.
WSG assured the site leveraged the social nature of bridesmaids dress shopping. By creating a tool called "The Loop", brides and her party can pick favorites and shop collaboratively. Shoppers can add Pinterest boards for color inspiration and rank their favorites.
Content Creation: Editorial
In order to ensure that the site launched with the best visual assets, WSG worked with its production partners: HQ and renowned wedding photographer Terry Gruber, to make it happen. The shoot created over 20 iconic images to later be used for both print and web.
Content Creation: Studio
WSG oversaw the pre as well as post production of all visual assets including model casting, styling, photography and art direction. WSG had to ensure all the still and video assets created for the critical Product Detail Pages were as engaging as possible. These were then also used for merchandising and ongoing storytelling to the G&G customer.
It is crucial that G&G connect with its growing audience and capture new leads. Once a lead is captured, G&G needs to ensure it tells the story of the brand, and vision to the consumer. Every new lead gets sent a welcome series of 7 emails over 2 weeks, each reinforcing the brand pillars that make G&G unique and different within the category. These emails ensure that the business drives as many leads to purchasers as possible.
Beyond the Welcome Series, WSG creates and manages the content calendar and then creates the marketing emails used as promotional content to tell brand aspirational stories and further engage the G&G audience.
WSG helped to drive the media mix strategy, and developed the creative assets that were used in both lead print publishers like Brides, The Knot and Bridal Guide. WSG also manages all the digital creative and campaign execution.
WSG supports G&G with its press outreach, designing all the press materials. G&G was selected by Good Morning America for a segment on weddings, which resulted in an enormous spike in traffic. WSG designed a flexible cloud hosted ecommerce solution, so the infrastructure could be increased for the few days when publicity was at its highest.
WSG created a launch campaign for G&G called #BWT to drive its organic fan based on Facebook and other social platforms. G&G now has 10,000 fans in just two months since launch. WSG works with the G&G marketing team weekly on strategy of storytelling to ensure relevant and consistent messaging across all social channels.
WSG played a critical role in setting up both standard reporting tools like Google Analytics, as well as a custom dashboard that aggregates data from multiple sources including Google Analytics, Facebook Insights, MailChimp and Spree Commerce.
In addition to providing the data, WSG also created reporting and a detailed analysis of trends, with insights and recommendations for the business.