New fashion bridal for the millennial bride
Kleinfeld Develops New Ad Campaign and Merchandising Strategy for the Millennial Bride
Kleinfeld is bridging the gap between bridal tradition and high fashion with a diversified merchandise assortment for a new generation. The Manhattan mainstay is targeting millennial brides with the introduction of more fashion driven looks on a newly remodeled sales floor.
Co-owner Mara Urshel, Fashion Director Terry Hall and Senior Buyer Dorothy Silver, recently traveled to markets around the world in search of these unique looks. Milan, Paris and London were just a few stops on the course to discovering new and noteworthy designers – adding exciting up-and-coming designers to the Kleinfeld roster. The experienced team also worked on collections with existing bridal designers, adding a modern flair to traditional design elements for styles that will be exclusive to Kleinfeld brides.
“As bridal fashion experts, our goal is to consistently forecast the latest bridal trends, as well as appeal to our general consumer. Building a more fashion forward sales floor is just the beginning. We always listen to our customer and make adjustments to offer the best experience possible”, says co-owner Mara Urshel. Urshel and Hall are building a collection of modern, trend driven plus size gowns, creating an essential and rewarding shopping experience that caters to brides, sizes 16 and up.
The new 2015 ad campaign features several Kleinfeld designers visible in ready-to-wear and couture circles including Tony Ward, Zuhair Murad, Roland Mouret, Mark Zunino and Pnina Tornai. The campaign, shot by photographer, Olivia Malone, reflects a new millennial bride, bringing nuptial newness to the traditional bridal industry.
Founded in 1941, Kleinfeld is the largest luxury bridal retailer in the world, carrying an unparalleled selection of American and European designer gowns. The 35,000 square-foot flagship salon is located in the heart of Chelsea, New York City, and is host to TLC’s hit show, Say Yes to the Dress. Kleinfeld, the leader in bridal fashion, is owned by Ronald Rothstein, Mara Urshel and Wayne Rogers of M*A*S*H fame.