A friend of mine is getting married and needs a wedding dress. After spending hours browsing through photos on the internet and trying on gown after gown, she finally decided on a fabulous Vera Wang original from her 2010 collection. It became my task to hunt down the dress at the Vera Wang store in Boston.
Of course the first thing I did was go straight to Vera Wang’s website and search for the dress, without much luck. I had a lot questions I needed answered: What dresses are available in the store, and from what collection? What sizes do they carry? Can I request a particular dress to be delivered to the store for a fitting? Whom do I call to answer my questions? With no Boston phone number listed online, my questions remained unanswered. The website showed many pictures from the 2012-2013 collection, without any information about availability, sizing, or price.
I had nearly given up on finding anything useful when I stumbled across the free “Vera Wang on Wedding” app! I immediately downloaded it to my device, hoping for more answers and that I wouldn’t need to visit the store in person.
Wrong again. I found that I could do plenty of things with the app–including planning a wedding, organizing guests, and managing vendors–but there was nothing to answer my questions. And there were about 100 articles discussing wedding tips, along with over 1,000 images of dresses, cakes, flowers, and weddings.
The problem was I didn’t need any of these options. All I needed was to find out how I could buy one particular dress in the Boston store; that’s it. So what good was an app for wedding planning? Now, I agree that it’s great to have an app to help plan your wedding; but honestly speaking, the Vera Wang app can’t compete with most other wedding planner sites, which are designed specifically for weddings, including Appy Couple, Carats & Cake, Wedding Party, Wanderable, Lover.ly, to name a few. They can help you to create stylish custom apps for different groups of wedding guests with different privacy settings and daily updates, connect you directly with trusted local vendors, sharing the wedding décor elements with your family or wedding planner, and do many other things.
These can help you create stylish custom apps for different groups of wedding guests, as well as they can provide various privacy settings and daily updates. They can connect you directly to trusted local vendors, allow you to share wedding décor elements with your family or wedding planner, and provide you with several other options for putting together the perfect wedding.
Why is Vera Wang trying to reinvent the bicycle by developing a primitive wedding planner app? As a customer, I don’t need that. What I need is up-to-date information about the availability of merchandise in a particular store. And it would be nice to be able to schedule fittings online and view dress alteration options. And some tips about dress cleaning wouldn’t hurt either. If I am going to be willing to shell out $6,000-$10,000, I am going to need a lot of information!
Vera Wang has been designing wedding dresses since 1990, and has stores in 20 countries. The company knows exactly what the customer needs when it comes to buying that perfect dress. But I think the better marketing strategy is to take advantage of this information and help customers find what they need.