Microtargeting: the Key to Plus-Size wedding dress shopping with Dressit
You've made the decision to be inclusive—now it's time to ensure that the brides who need your dresses can find you!
The State of the Consumer 2024 report emphasizes the growing necessity of microtargeting, a data-informed approach that allows businesses to connect with specific groups based on their unique shopping behaviors and preferences. In the bridal world, this means that boutiques catering to plus-size brides searching for wedding dresses can now reach the exact audience searching for their offerings.
Imagine this scenario:
A plus-size bride is scrolling through her phone, overwhelmed by the seemingly endless sea of wedding dress options, unsure where to turn. Traditional marketing methods—like broad social media ads—might miss her entirely, or worse, she might waste time visiting a boutique that doesn't carry her size.
Or, she finds beautiful dresses on a designer website, only to make an appointment at a boutique who was listed as an authorized retailer who only has a handful of samples in stock to try on.
With Dressit's matchmaking tools, we can micro-target brides like her based on her size preference, budget, and location. In other words, we connect the right bride with the right boutique.
For boutiques that have invested in inclusive collections, this means more qualified brides and less time spent on marketing strategies that don't produce results. You've invested in offering beautiful dresses for plus-size brides—Dressit helps those brides find you.
There are a lot of wedding planner conversations going on in Threads with lots of great insight!
A Personal Journey Toward Inclusivity
As a former bridal boutique owner, I experienced firsthand the importance of catering to brides of all shapes and sizes. Early on, I realized that many plus size brides struggled to find dresses that fit their bodies and their dreams. This led me to invest in Essense of Australia's Every Body, Every Bride collection, a line that exemplifies the best of inclusive bridal design. Essense, a company known for its data-driven approach, recognized that "plus-size bridal" was a rising search trend and responded by creating collections that perfectly suit the needs of curvy brides.
The challenges of plus-size brides finding quality bridal boutiques actually inspired me to create Dressit, a platform that aims to connect brides with boutiques that offer unique inclusive inventory.
But there’s still a significant gap: how do these brides find the boutiques carrying the dresses they need?
That's where Dressit comes in, offering an innovative solution that delivers confidence and transparency to brides and boutiques.
They can't find you if they're not following you and store locators are not a direct line!
How Dressit Leverages AI and Data for Microtargeting
Here's how it works:
Dressit uses a "smart reach" approach to increase the visibility of boutiques specializing in inclusivity. Rather than placing broad ads that may or may not reach your target audience, we use data to pinpoint brides who are actively searching for the styles you carry and want to travel to your boutique. This precision helps bridal boutiques:
Maximize their marketing spend: No more throwing money at Meta ads and hoping they reach the right people. With Dressit, your boutique gets in front of brides who are already looking for what you offer—plus-size bridal collections.
Gamify the pre-appointment experience: build confidence in the bride by engaging loved ones in a collaborative pre-appointment celebration, ensuring everyone arrives at the appointment confidently and ready to purchase.
Engage high-potential customers: Connecting with brides who are likely to convert increases your chances of in-store appointments and sales. Brides are more likely to visit when they know your boutique carries dresses tailored to their needs.
Build brand loyalty: Brides who find the perfect dress at your boutique aren't just customers; they're advocates. By providing a personalized shopping experience, you're creating lifelong fans who will spread the word about your inclusive approach to bridal fashion.
Special order, quick ship, or off-the-rack, plus-size brides can find what they need.
The Dressit Advantage: Reaching Plus- Size Brides with Precision
The future of bridal shopping is rooted in personalization. As consumer behaviors become more complex and diverse, bridal boutiques must adapt by offering beautiful dresses and tailored experiences. Here's how Dressit helps them do just that:
AI-Powered Matchmaking: Our platform connects boutiques with brides who fit the ideal customer profile—whether they're looking for a specific size, immediate availability, style, designer, or experience
Real-Time Inventory Transparency: Brides can see exactly what dresses are available at a store before they even walk in. This ensures that they're coming to a boutique with confidence, knowing that they have what they need.
Data-Driven Insights: We continuously gather data on what brides are searching for, allowing boutiques and designers to stay ahead of trends and adjust your offerings and trunk shows accordingly.
Sell off-the-rack samples every day: Brides are experiencing shorter engagements. With Dressit, boutiques can match brides with dresses that can be taken home on the same day.
Future-Proofing Bridal Boutiques with Microtargeting
The State of the Consumer 2024 report makes it clear: businesses that invest in microtargeting and personalization will have a sustained competitive advantage. For bridal boutiques, this means using data and AI to ensure that they’re connecting with the right brides at the right time. With Dressit, we can maximize boutiques’ investment in plus-size bridal fashion by reaching the brides who are actively searching for what they offer.
In a world where inclusivity is becoming non-negotiable, Dressit helps boutiques stand out. By leveraging microtargeting capabilities, we ensure that our boutiques are visible to the brides who need them the most—those looking for that perfect plus-size wedding dress.
Boutiques: How to win the consumer of the future
Don’t let your beautiful collection of plus-size dresses go unnoticed—join Dressit today and start matching with the brides who are searching for you. We're here to partner with you in this journey.
Because every bride deserves to find the dress of her dreams.
