Situation Analysis

  • The multibrand store Vera Sposa has been on the bridal dresses market for over 13 years, representing prestigious houses such as Galia Lahav, Demetrios, Rosa Clara Diamond or Nicole Sposa, exclusively for Romania
  • Competing in a crowded bridal market, Vera Sposa has found a way to differentiate from competitors by targeting high-end consumers, offering premium products, quality and exclusive bridal models
  • The long presence on the market allowed Vera Sposa to observe and foresee the changes in consumers behaviour and to update constantly the offer, aligning itself with international trends
  • Wedding dresses worn by celebrities such as Jennifer Lopez, Beyonce, Gal Gadot or Michelle Keegan are available on the Romanian market exclusively at Vera Sposa
  • Vera Sposa intends to create a new standard of elegance by offering personalized advice and a wide selection of dresses

The Challenge

  • Our communication challenge was to raise Vera Sposa awareness as a fashion retail brand that offers high-end products among the targeted audience people with medium and high incomes, future brides passionate about fashion, women that want a special appearance and are willing to invest in their wedding dress
  • The competition on the bridal dresses market has generated the need for integrated communication and online marketing approach (Pay per Click campaigns, Google Ads, Social Media and SEO)

Objectives

  • Creating a strong brand positioning on the high-end wedding dresses market
  • Increasing brand awareness among the target audience
  • Ensuring a consistent and permanent presence, in both online and offline media
  • Creating an online community of future brides interested in premium wedding dresses (through Social Media – Facebook and Instagram)
  • Permanently providing opportunities for brand development and further expansion

Our approach

  • In 2014, we organised the first Galia Lahav truck show in Romania
  • Fashion, lifestyle and bridal magazines presence generating news about bridal trends, new collections and collaborations with celebrities and international designers
  • Celebrity endorsement
  • Creating and administrating the official Facebook and Instagram pages
  • Keeping up to date the website with every season’s collection
  • Creating a communication strategy with wedding planners and wedding organizers that can recommend Vera Sposa dresses to their clients
  • In 2017, Vera Sposa launch the first collection with a Romanian designer, M. Marquise
  • In 2018, Vera Sposa goes through a rebranding process – the brand logo is upgraded and the word ”Platinum” is added. The site is relaunched under a new image
  • In February 2019, ACTPR communicates in the business press the story of Vera Sposa brand
  • In December 2019, Vera Sposa launch Vera Sposa Rental – a new and innovative service that offers the possibility to rent haute couture bridal dresses

Results

  • Vera Sposa brand is associated with the highest standard of elegance in the matter of wedding dresses
  • Vera Sposa site is constantly in the top 3 Google Search results by the main keywords in the field of wedding dresses
  • Over 50 media appearances in fashion, business and lifestyle publications
  • Vera Sposa is the first choice when international brands decide to enter into the Romanian wedding fashion market

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