The care put into a store interiors strongly influences buying behaviours, especially when it comes to bridal dresses. From window displays to fitting rooms, interior design and the characterising store concept, all these elements are fundamental elements of a buying experience which generates an impact in customers looking for a dress to wear on the most wonderful day of their lives, especially at an emotional level.

The importance of bridal boutique set-up and practical implications were focal points of a webinar entitled "The 2021 Bridal Boutique Trend" organised by Sì Sposaitalia Collezioni. Starting from the observation of emerging wedding store trends in Italy and abroad, attention then turned to interpreting current changes in the segment, outlining aesthetic strategies, suitable instruments and drivers for developing a new retail strategy for 4.0 brides.

The event saw the participation of Carlo Marco Cavallo (CEO of Nicole Fashion Group), Emanuela Franzese (teacher and VM of Aeffe Group), Marco Milan (Visual Team Leader Italy of Hugo Boss), Massimiliano Mincone (Head Visual Merchandising Rinascente), Gino Signore (CEO of Maison Signore), Roberta Valentini (Owner of Penelope Sposa), Emanuele Guido (Exhibition Director Business Unit Lifestyle, Fiera Milano) with the moderation of Silvia Paoli.

Here is a sneak preview of what emerged from the contribution of Massimiliano Mincone, Head of Visual Merchandising Rinascente, who explains how bridal window displays must be developed around a more elaborate and less minimal setting. The customer's visit must be elevated to an experience, an immersive and elite one at that, so that each individual feels pampered and special. Roberta Valentini, Owner of Penelope Sposa, was very much on the same wavelength, underlining how: "The space in which a dress is offered acts as an enhancer of the item on display, much like with a work of art at a museum". And "Despite changes in fashion, tastes and life, our vision of a bridal atelier remains unchanged, a place where privacy, comfort, elegance and cosiness reign supreme”" - continues Emanuela Franzese, who teaches Visual merchandising, previous VM of Aeffe Group - Alberta Ferretti.  

The process guiding the selection of a dress is best described as love at first sight and as such, we should go to great lengths to capture the gaze and make hearts flutter. These are initial reflections on what emerged from the Webinar and all will be unveiled in detail in the next newsletter. We look forward to meeting you again!