Launching Brideside Bridal Division
Brand Launch / Partnership Strategy / Event Marketing / Content Activation
For BRIDE, the strategic challenge was credibility. Bridesmaid dresses are one thing, but bridal is a purchase with higher stakes and a much more discerning buyer. We needed to signal that we belonged in that space.
Brideside BRIDE x Betches Media
To introduce BRIDE to the cultural zeitgeist we needed a partnership that did the talking for us. I contributed to a launch strategy that brought in Betches Media as a strategic partner and co-host for our NYC showroom debut. We tapped into Betches Brides’ audience of exactly the kind of modern women we were designing for. We activated comedic talent @fatcarriebradshaw, @kayyorkcity, and more to create content promoting the shop and dresses, keeping the tone irreverent and authentic rather than aspirational and stiff.
Trunk Shows
Brideside BRIDE x Micaela Erlanger
The launch of Brideside’s private label of bridal gowns, Ellera, featured a capsule collection from celebrity stylist Michaela Erlanger. This added a fashion credibility layer that press and shoppers responded too. I handled all event branding across the showroom and digital materials.