Word: bridal
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...This is brilliant. Young people, the first to adopt the Internet, have a lot of money to spend in a short period of time and are desperate both for information and to communicate with lots of people at once. It was the perfect thing for a tired industry. The bridal world hadn't changed in 20 years. Friends wouldn't touch bridal magazines because they were full of icky poufy sleeves. So we thought we would use the Internet to fundamentally change the business of planning a wedding...
...with the plan to start a new brand every six months. Little did we know how difficult it would be. The first brand was supposed to be weddings; the next, home; and the next, a baby thing. We did a competitive analysis with Brides, Modern Bride, Elegant Bride and Bridal Guide. Online it was Weddingplanner.com, USAbride.com and WeddingsUSA.com. If you had the word wedding or bride in your title, you were what we called white noise. There were no media products in this category that people felt loyal...
Vera Wang has had a storybook career, building a thriving bridal, fashion and housewares empire, but to hear her tell it, she would just as soon have eloped. "I had always wanted to be a designer, and my father said, 'How do you know you have what it takes to be in fashion?' And, boy, was I determined. And I showed him. And I've lived to regret it," she says, and then tops the statement off with a gleeful laugh. Wang is kidding, of course. Her sharp, native--New Yorker wit and sarcasm don't stay hidden under...
...until she was "39 and 7/8," she says. "Just under the wire." It was while scouting for wedding dresses and finding nothing remotely up to snuff that her father said, "'These are really pretty ugly,'" Wang recalls. "He said, 'I'll back you in a business if it's bridal, but no fashion.'" A few months later, Wang took him up on the offer...
...difference between "bridal fashion" and "fashion fashion" comes up frequently. "I always say we're not a bridal house. We're a fashion house that does bridal. There's a very big difference," says Wang, who is one of the few American designers to have a full-fledged, European-style atelier, complete with working sample room and U.S.-based factories. If Wang's version of bridal involved all the thought, handiwork and talent of high fashion, it had none of the spotlight. It was as if Wang were designing on another planet. Her coping mechanism: "I took out my fashion...