Daisy Curve changes the script on plus-size wedding dress shopping.
Once, finding a plus-size wedding dress meant hiring an expensive designer, getting something altered beyond all recognition, or taking a chance on a dodgy online purchase and hoping for the best. Daisy Bridal changed all that.
To better connect with an audience that goes largely unserved by the bridal industry, Daisy Curve set out to find a real, curvy bride to model for their next advertising campaign. This demonstrated that Daisy doesn’t just design for all kinds of women, but celebrates them too.
Reaching out to plus size brides
The Selective team started with extensive research into customers sized 16-24. They found that, in fact, this customer segment doesn’t want to have to shop in special plus-size stores. Unsurprisingly, they want to be treated exactly like smaller-sized customers when selecting a wedding dress. They want to have the same options, receive the same level of service, and know that the designer is as excited to dress them as anyone else.
While the team had initially been asked to create a Daisy sub-brand aimed at plus-size brides, the research stopped that in its tracks. Instead the focus was put on making it clear in their messaging that all women were welcome in store – whatever their size.
The Selective’s team swung into action to make sure all areas of the marketing campaign – including concept development, PR, social media, SEO, AdWords, copywriting and graphic design – worked together, were engaging and successful.
• Raise awareness of Daisy’s plus-size options and differentiate them from other bridal designers.
• Use real, curvy women to show customers that there are dresses to suit their body size.
• Show that Katie Yeung has the passion and expertise to dress plus-size women.
• Target plus-size influencers and media groups on social and traditional media.
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