Adrianna Papell, a leader in the occasion-wear and bridal market, has launched a virtual showroom to help brides take the stress of out coordinating their bridal party’s attire. The Adrianna Papell brand has a substantial market share in the dress business and is distributed to retailers in the US, and through the brand’s direct-to-consumer e-commerce site.
The new virtual showroom is a collaborative commerce technology platform that enables a millennial bride to ‘shop together’ in a virtual showroom online with her geographically dispersed bridal party and coordinate her wedding party vision into a reality. The virtual showroom offers a unique assortment, differentiated with data-driven design and a merchandising approach that enables mix and match across styles, fabrications, and price points within a pantone colour.
The virtual showroom gives bridal parties of all different sizes, style preferences, and geographical locations an easy option to find the perfect dress. The showroom functionality can be experienced by the Adrianna Papell website, the company said in a media statement.
Along with the launch of the new showroom functionality, the brand recently launched Weddington Way, incorporating styles by the millennial bridesmaid brand it purchased from The Gap last year. Launched in 2011, Weddington Way’s goal was to transform an outdated stressful bridesmaid dress shopping experience into one that was enjoyable for brides and bridesmaids alike. With the addition of Weddington Way to its existing bridesmaid collection, Adrianna Papell now has the most comprehensive selection of bridal party attire available anywhere.
Fibre2Fashion News Desk (GK)
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