CAROLINA HERRERA – “Building a Bridal Business in the Digital Age”
Carolina Herrera is an international fashion house recognized for timeless elegance and refinement. Founded in 1981 by Carolina Herrera, the eponymous label produces numerous collections consisting of ready-to-wear and accessories for women, men and children, as well as bridal and fragrances available in 105 countries at 15,000 points of distribution. The collections reflect an effortless sophistication inherent in the iconic style of founder Carolina Herrera.
Carolina Herrera is in the unique position of having to maintain and rejuvenate their brand image that they built over the years and that embodies elegance, refinement and modernity in this rapidly changing digital era. The challenge the brand faces is to develop a comprehensive multi-channel marketing strategy leveraging digital/social media platforms as well as offline service and marketing opportunities to help globally establish Carolina Herrera as the authority on modern and feminine weddings.
“Establishing Carolina Herrera as the Authority on Modern, Feminine Weddings”
The eight-person team from Parsons The New School for Design and Columbia Business School developed a marketing strategy that focuses on engaging with the bridal customer at various touch points throughout the customer journey. In-store, digital, and offline customer engagement tactics were suggested to appeal to the new millennial brides around the globe and presented within the framework of the ideal Carolina Herrera customer journey.
The team performed secondary research, mystery shopping and primary research within the target market, including an online survey of 170 women to gather information on brand perception, customer expectations and reactions to current marketing materials. This research allowed the team to discover important aspects of the Carolina Herrera brand that resonate with the target consumer, and develop the “ideal bridal journey”. The ideal customer journey is separated into three parts – Pre-Shopping, In-Store Experience, and Post Shopping – to underline the importance of establishing a continuous customer/brand relationship as well as to identify possible cross-selling opportunities. The ideal journey is shown in a short video the team developed and examples of integrated social media and web content are also shared in the team presentation.