Love always triumphs, even when physical and social distancing seems to prevent any manifestation of it. This time, technology comes to rescue the most coveted, desired and discussed of feelings. Liaison is as unpredictable as it is fruitful. The wedding segment and technology, data in hand, are destined to unite in a marriage that will be successful in the short, medium and long term. Couples will continue to get married and are willing to accept the technological compromise, as long as it is accompanied by all those offline activities that leave the dream and the total experience of choosing and buying unchanged.

Digital, yes, but without exaggeration. The successful integration of two apparently opposing aspects proved fruitful last year and shows no signs of tiring even now, demonstrating that it is possible to arouse emotions through and despite the screen. A useful mixture that directly and emotionally all the players in the sector, even if they are far apart.

While it is true that the today’s bride’s identity kit is that of a digital native who uses all the resources of the web for her wedding - from consulting dress cards to communicating in chatbots with wedding planners and virtual assistants - it is also true that everything cannot be completed in a Zoom session.

The customer experience - whatever the device - should be rich and empathetic and as close as possible to real-life sensations, from Whatsapp consultations that prepare you for boutique immersion, to building a moving storytelling experience with 3D technology at its heart.

And finally, a return to the physical dimension. Because a wedding dress is a dream that must be touched with the hands, seen with the eyes, worn, tried on and desired. And there are many solutions to make this magical moment happen in person, with entirely safe dedicated appointments. So, integration has become the watchword for a "yes" day that is more real than ever.