THE TASK
A brand that champions handloom heritage wanted to expand into mainstream bridal garments . Plum was tasked with helping the brand identify the retail experience, the design language and needs and motivations of millennial brides. All this to identify white spaces for the brand to play in
THE APPROACH
Plum used a combination of methods in different phases: semiotics, digital mapping, shopping safaris, mystery shopping and expert led co-creation workshops. We approached the bridal shopping journey from every angle: inspiration, design elements, shopping partners, retail environment, and interviewed some of the country’s leading couturiers to arrive at the ideal shopping journey, crucial design elements and retail experience. We then identified what tone the brand could adopt in speaking to their target consumer
OUTCOME
The client has launched a store in Delhi using the insights from the study and is creating a design language for the brand’s apparel based on the insights we generated
