There are a lot of necessary elements for a wedding, but the bridesmaid dress is always easy to be left out. For many users who are going to be bridesmaids, buying a dress may be a very mad thing. On the one hand, the dress price is quite expensive and not practical. On the other hand, the design of many dresses is not satisfactory. So after all these experiences, American entrepreneur Corie Hardee decided in 2012 to launch the dress rental e-commerce Union Station.
It is understood that the e-commerce can provide consumers with rental and purchase services for bridesmaids, including a small dress rental of 60 US dollars (about 396 yuan) and a tail dress of 75 US dollars (about 495 yuan). Users can choose a fit size and an alternate size dress on the website, and then receive the item before the two-week countdown to the wedding. After use, the user will need to send the dress back, and Union Station will dry the dress.
In addition, users can choose to spend $150 (about 991 yuan) or 185 dollars (about 1222.6 yuan) to buy a small dress or long dress. However, according to Union Station CEO Hardee, most consumers still choose to use a dress rather than a purchase.
The bridesmaid dress market is well managed, and potential users become real users. Hardee said. “The general bridesmaid dress is decided by the bride, but not all bridesmaids will be satisfied with the dress, so our goal is to satisfy the experience of both the bride and the bridesmaid. Therefore, if there are people in the next two years Being preparing for the wedding, she is very likely to become our user again as a bride. According to past user data, this phenomenon is more common."
Billion State Power Network learned that users can also ask Union Station to send a free fabric sample of the dress, which will help users to see the actual color of the dress, and also help the retailer to retain potential users. In addition, Union Station has also advertised on social media Facebook, wedding blogs and photo sharing social applications Pinterest to get users.
In 2018, the retailer also plans to launch its flash stores in six to eight cities to showcase its products. The address is mainly selected at the hotel or some wedding venues to enhance brand awareness. At the same time, it can also help this online retailer to further contact offline users.
Regarding the e-commerce leasing market, Hardee said: “Users will try more new things after getting a better consumer experience. Union Station is not the only e-commerce provider that provides clothing rental services, but this is not a bad thing. Because of this, we can also learn from other people's business models. In addition, many users have feedback to us, after using Union Station, they are still trying other rental services, and like this consumption method."
It is understood that Union Station currently has about 1,400 SKUs, the style and tailoring of the clothing is generally the same, but will also change the color of the dress according to the development trend of the wedding and user feedback. As of now, the number of bridesmaids served by the retailer has exceeded 50,000, with a financing of 4.5 million US dollars (about 29.746 million yuan).
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