VOWS was approached by Pronovias Group to help it address industry-wide its view of the current state of bridal globally and within the US, and the role the company has charted for its future.
We posed a series of questions to Marc Calabia, CEO of Pronovias, about those thoughts and plans. His answers are below:
VOWS: Please describe your view of the state of brides and weddings from a global perspective, and the role of Pronovias.
MARC CALABIA: Globally, brides remain the primary driving force behind the wedding industry. The bridal market is increasingly characterized by diversity, personalization, and a growing demand for unique wedding experiences. Modern weddings reflect this shift, with a greater emphasis on customization, inclusivity, and convenience.
As a global leader in the bridal industry, Pronovias is proactively adapting its strategy to align with emerging trends. The brand is investing in meeting the needs of modern brides by offering enhanced options for customization, fostering inclusivity, and prioritizing convenience. Additionally, Pronovias is embracing technological innovations and shifting toward less traditional approaches, ensuring its collections and services resonate with today’s diverse and dynamic bridal market.
VOWS: As an industry, what steps do you see as necessary to better serve today’s brides?
CALABIA: To better serve today’s brides, it’s essential to adapt to the evolving needs and expectations of modern couples, aligning with current trends to enhance the bridal experience. We believe that our industry should align with the same initiatives that Pronovias is adopting:
– The Importance of the In-Store Experience: Providing a memorable in-store experience is essential to not only maintaining but also growing the value of the bridal industry today. This experience creates a lasting emotional connection with brides, making their journey un- forgettable and reinforcing the significance of choosing the perfect dress.
– Unmatched Customer Service: Providing exceptional and engaging service both online and offline to create a seamless shopping experience.
– Embracing Inclusivity: Offering extended sizing from 0 to 28 to celebrate diversity and ensure every bride feels represented and beautiful.
– Increasing Value: Delivering more options through our diverse collections and brands within the Pronovias Group, catering to various tastes and budgets.
– Social Responsibility: Partnering with non-profits like Brides for a Cause through our #MyDressHerFuture program, giving gowns a second life and supporting meaningful causes.
– Personalization: Offering customization options,including different gown variations, to ensure every bride can add a unique and personal touch to her dress.
– Leveraging Technology: Enhancing the digital shop- ping experience with virtual trunk shows, virtual try-ons, and efficient digital channels that guide brides through their dress journey.
– Streamlined Processes: Simplifying dress fittings and alterations while providing quicker and more flexible delivery options to accommodate busy schedules.
By staying attuned to evolving trends and addressing the practical needs and emotional desires of modern brides, Pronovias is shaping a more seamless, enjoyable, and memorable wedding dress shopping experience.
VOWS: How do the US/North American Market and brides fit into this perspective?
CALABIA: Brides in the US are part of the evolution and modernization of the bridal industry. With the North America region having dominated the market with a 39% share in 2023 and seeing that growth continue in 2024 and projected to rise over the next several years, it’s key that our emphasis continues to lie and grow here as the market has the most promising impact within the industry.
VOWS: What specific initiatives and/or programs is Pronovias undertaking that address today’s US bride and market environment, and that illustrate its commitment to US/North American retail partners?
CALABIA: The three main initiatives are connected with:
– Product Focus: Designing product tailored specifically to the North American bride while staying true to our brand DNA.
– Marketing Strategies: Implementing marketing initiatives customized for the U.S. bride, supported by an increased budget.
– Team Strengthening: Building a robust team with a clear focus on delivering exceptional customer service.
VOWS: How does Pronovias currently support its retail partners, and what additional programs are in the plans?
CALABIA: We understand the challenges bridal retailers face in today’s competitive market. That’s why we provide our retail partners with tools to differentiate themselves and gain market share in their respective areas. Our sup- port includes offering a unique product selection, ensuring higher margins, and going a step further by actively driving bridal traffic to their stores.
By joining the Pronovias family, our retail partners gain an exclusive advantage – an asset their competitors cannot match. In the end, they operate with a clear edge in the market.
VOWS: How specifically do you see our industry evolving?
CALABIA: We have seen the evolution of this market for years, but more recently it has evolved in several keys ways, driven by changing consumer preferences, cultural shifts, and innovations in the industry, all of which are important to successfully adapting and moving business forward. . . all things we are taking in consideration at Pronovias as we build our business in key markets like the US. A few of those more in detail include:
– Inclusivity and Diversity: Size Inclusivity: Bridal fashion is becoming more inclusive, with many designers and retailers expanding their size ranges to accommodate a broader range of body types. Plus-size wedding dresses are now more readily available, and designers are creating options that reflect a variety of body shapes.
– Cultural Diversity: Brides are increasingly seeking attire that reflects their cultural backgrounds and personal identities. This has led to more diverse bridal collections that incorporate different traditions, colors, and styles.
– Non-Traditional Weddings: Elopements and Micro- Weddings: Smaller, more intimate weddings have gained popularity, especially after the COVID-19 pandemic. This trend is reflected in the bridal market with more affordable, simpler dress options, and a shift toward less formal or elaborate wedding ceremonies.
– Alternative Wedding Attire: Brides are increasingly opting for non-traditional wedding attire such as jump- suits, separates, and colored dresses, moving away from the classic white gown. This reflects a broader trend of personalization and non-conformity in wedding planning.
– Customization and Personalization, specifically: Custom Bridal Gowns: More brides are seeking bespoke or custom-made gowns that reflect their unique style and vision. Designers and boutiques are offering more options for customization, such as altering dress silhouettes, adding sleeves, or choosing fabrics that suit personal tastes.
– Personalized Accessories: Alongside custom dresses, personalized wedding accessories such as custom veils, jewelry, and embroidered wedding shoes are becoming popular as brides look to make their day more meaningful.
– Changing Demographics: Mature Brides: With couples marrying later in life, there is a growing market for wedding dresses that cater to more mature brides. These dresses often offer more refined, elegant, and modest de- signs compared to traditional younger bridal styles.
– Collaborations and Partnerships: Designer Collaborations: High-fashion designers are increasingly collaborating with mass-market retailers or bridal brands, making designer wedding gowns more accessible to a broader range of brides. These collaborations often produce limited-edition collections that blend high-end de- sign with affordability.
– Brides Wearing More Than One Dress for Their Wedding: The trend of brides wearing more than one dress for their wedding is gaining momentum, particularly among more affluent demographics. Many brides now opt for distinct looks for the ceremony and reception, and in some cases, even for pre-wedding events such as the rehearsal dinner or family gatherings.
This shift reflects a growing desire for personalization and versatility in bridal fashion, allowing brides to express different styles and adapt to the varying settings of their celebration.
