Since I founded Love My Dress® in 2009, almost everything about weddings has changed.
Couples have so much more choice available to them, and much of it is at the tip of their fingers. They book suppliers based solely on their favourite apps and social media feeds. They shun tradition and family pressures to pursue more personalised, modern formats of marriage celebration and their purchasing choices are being influenced by what they see and love on their favourite wedding blogs.
In the industry itself brands have come and gone as competition increases and markets become saturated. Traditional magazine readership has dwindled as brides choose instead to follow wedding blogs that offer a sense of community, support and belonging. What were once giant bridal brand names with big market share have been forced to the wayside as they fail to adapt quickly enough to market change. Meanwhile, small, talented and agile professionals have come to the fore.
In May 2016, we launched the Love My Dress® survey to find out more about these changes and the experiences of planning a wedding today. We’ve spent the months since then gathering, analysing and creating a resource for the wedding industry.
We believe in being open and transparent about our survey data. No ‘big claims’ with hidden ‘small print’ that glosses over disappointing survey numbers. We had 2157 survey replies – a number comparable with surveys ran by a number of well established, national print magazines. Replies were left from brides planning their weddings now and those who’ve recently gone through the process. They’ve shared information on everything from budgets and brands, suppliers, priorities,what went right, and wrong and how they think things could be improved.
Since our survey closed, we’ve already been doing things differently at Love My Dress and we’ve quickly seen a positive response from our readers to these changes. And as a direct result of our survey, we’re now busy preparing to roll out some big projects that will expand and enhance the Love My Dress® brand.
Target and better understand your ideal wedding client.
As the industry grows, competition will continue to increase and become tougher. Having a sound understanding of your ideal wedding client is key. Our data will furnish you with insider knowledge, the kind that will provide you with a competitive edge and help you get to better know your potential clients.
Identify and take advantage of trends.
We’ve made sure our data is presented in a way that is easy to understand and compare, and we’ve included a whole lot of general feedback from our survey respondents too. My advice? Get a cup of tea and set aside time to read through this feedback carefully. Take full advantage of it. What is working and not working for brides today? Can you improve your products and services to better meet their needs? Do you have a big enough presence (or presence at all?) on the social channels that matter? Are you finding yourself losing money in advertising your business in the wrong places?
I hope you find our data as useful and fascinating as we have. If you have any questions or queries, please don’t hesitate to get in touch on firstname.lastname@example.org.