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Posted by Claire Ridley on 11 June 2020
Spanish bridal brand Pronovias has revealed an update for brides-to-be about shopping for their dream dress post lockdown. 2020 weddings have not been cancelled, they have been postponed, and the company is dedicated to being there for brides to give advice every step of the way to help them find their desired gown. We caught up with them to hear about their latest plans...
BRIDAL APPOINTMENTS IN THE FUTURE
Pronovias has recently focused on building and activating a rigorous safety plan of action for our employees, customers and brides around the world. We have drawn up a list of commitments to demonstrate a responsible approach to brides-to-be to ensure an unforgettable yet safe experience in our stores; this included necessary safe distancing and sterilization at every fitting in dresses or any other material. Every bride's dream is safe with us. Additionally, we are piloting virtual appointments with brides, to understand their needs and wishes ahead of a visit to the store and in order to be able to serve her in a more efficient way. Digitalization is a critical step in every aspect of our business in the future, and the current situation has only accelerated our digital transformation. What is important to remember is that many weddings haven't been cancelled but postponed due to the pandemic. So, we do expect an acceleration in the short term in the of number of weddings for the autumn and winter season, as many spring and summer celebrations have been postponed. When it comes to a mid-term, we expect things to normalize again, as we are already seeing with our business in China. Love is not being cancelled, and weddings will be part of our normal lives as soon as the situation goes back to normal.
TRYING ON DRESSES
The Pronovias Group is committed to undertaking a series of hygiene and sterilization processes and all our dresses will be in sealed clothing bags from manufacture to delivery to our brides. Once the product is made, our quality control experts perform the first sanitization process until the dress arrives in the store, where each gown, pin, hanger or accessory will undergo another rigorous sanitation process after each appointment. We are committed to prioritizing the health and safety so we will be socially distancing but emotionally connected through the appointments in-store; we will provide hand sanitizers and protective equipment to every bride who enters the store as well as the one guest they are allowed to bring with them plus our staff will be fully protected during each visit. We will clean dresses, store surfaces and fitting rooms before and after appointments and we have extended our opening hours to manage the number of appointments.
We have launched the first digital showroom in the bridal industry. We are also offering a virtual consultation service for our brides - virtual appointments offering advice from our expert staff to all future brides looking for their gown. That being said, in our industry the store experience is essential. It is a very emotional product, where the purchase process, including expert advice from store staff, is fundamental. In addition, it's very important that brides can try on dresses to see different styles, shapes, fabrics (which can be voluminous, with train, with rhinestones etc so not easy to try). Ultimately, it's about brides enjoying this process as an important part of their wedding preparation. We are also talking about haute couture dresses and we must guarantee that the arrangements, modifications, and adaptations are perfect.
Pronovias is committed to our mission and are working hard to ensure we help style every bride´s dream. We are there to help and assist every single bride with their needs, and we will adapt to any need our brides may have to ensure we get them their dress on time.We are not changing our prices of gowns, alterations, or delivery services vs. pre-covid time.
HOW WE CAN HELP ADAPT YOU DRESS NEEDS
The trend we have observed since this situation began, is that brides are postponing their weddings, but not cancelling. Most spring weddings will be happening this fall or winter, so brides will probably need to adapt their dream wedding dress to the colder season, meaning that they will have to find additional accessories like capes or jackets to have the perfect outfit for their special day at that time of the year. Our own Pronovias stores and all our retail partners are the perfect advisors for what future brides need to do to adjust to the new wedding date whatever that may be. Brands are readapting and changing their strategies in all industries to work in the exceptional time we are living in – we need to be more digital than ever, being present through our websites and social media channels, being able to connect emotionally and interact with brides during this lockdown time. Brides want to be informed but also entertained. They want to keep planning their wedding and often escape the daily news dreaming about their wedding day. The brands that do this well now, will come out stronger on the other side.
To find out more, visit https://www.pronovias.com