WEDDINGTON WAY: SOCIAL ADDED
When shopping for bridemaid dresses, customers are not just after functionalities (price,
delivery) but seek to satisfy complex emotional and social: get everybody approuval even
then they live in different cities.
Thanks to Weddington Way, women can create their own private virtual showrooms,
brides and bridesmaids can discover, recommend, and vote on dresses and colors in a
collaborative online space staffed by personal stylists available by chat session.
With 25,000 dresses sold in just the first half of 2014, the company is approaching the $10
million revenue mark.
Source Robyn Bolton in HBR.