You’ve been in the bridal industry for years – what are the greatest changes you have seen in the industry since then?

There is a huge demand for on-trend and fashion-forward wedding gowns at an accessible price point. Many millennials do not want to be the princess bride look and want something more affordable, easy-to-wear and understated. These brides want their looks to feel carefree and effortless, and others are after the moment and want to feel glamorous and be the star of the show. Most importantly, they want to be able to express their own personality and sense of style with their bridalwear choices. 

We also see a trend of not wearing just one dress for the big day but instead, having a dramatic look for the ceremony and then slipping into something a little more fluid or short in order to dance the night away at the afterparty. 

As the bride’s needs evolve, one of our greatest challenges is marketing to these young women from the moment they begin their research phase, and engaging with them in how they are inspired and influenced to shop for their dress. Both Millennials and Gen-Z greatly value the experience from online to offline, and Gen-Z in particular often will know exactly what they are looking for before they step foot into a bridal store. 

That said, most brides-to-be have never tried on a bridal gown, and that is why it is so important for us to partner with boutiques with skilled stylists open to learning and adapting in how they cater to different generations. These youngest customers place a premium on the in-store experience and customisation options, and I’m proud that our team goes above and beyond in realizing every bride’s dream dress.

Young people also care increasingly about where and how a product is made. Across our brands, sustainability continues to be a hot topic we discuss, research and implement to ensure we are doing our best to improve. Weddings have always been driven by tradition. They were typically a formal ceremony, often with religious context. The wedding dress made the occasion more festive, and gave the event more of an identity, which was determined by the bride and her family. The dress itself had many restrictions. It needed to be modest and in a traditional style, so they all looked similar. Nowadays, the wedding is becoming more informal, which is disappointing since it is such a special celebration and one of the few remaining ceremonies that brings the entire family together looking their finest. This progression translates to the gowns that brides select and the shopping experience that they seek. The level of formality varies across cultures and families. 

It was not until the ‘70s that we really began to see a shift, and brides started to seek self-expression through their dress. The requirement to wear a traditional, modest bridal design is no longer required, and everything is possible and allowed. What’s interesting is that despite all the daring and unique designs available today, the original, ivory tone dress is still highest in demand. Ivory was originally used due to its implications of luxury -- it was more expensive to procure ivory or white fabrics and more difficult to keep clean. Although trends are always changing, I always recommend brides to select a timeless gown that they would proudly show friends, family and future generations in 30 or 40 years!

Who would you say has been your greatest influence?

My father established a leading market presence and distribution network in Europe. In mentoring me, he taught me how to respond to market needs, provide excellent service and maintain competitiveness. These lessons were key as I pursued my own ambitions: to expand our presence in America and abroad, while transforming the company into a marketing and design power. 
I cannot help but feel so personally connected to the product, our brands and the retailers and brides we serve daily. I take pride in how we are the preferred bridal designer for consumers around the world by offering innovative designs with superior quality, strategic marketing at the cutting edge of technology and the highest level of customer service. The dedication to continue to grow in each area provides us with a challenge, yet I am excited to see what new success we will reach in the future.

What has been your greatest achievement so far (and your biggest challenge)?

It has been a challenging year; this is not deniable. The environment started to change dramatically, and we had to find ways to adapt to this environment. Together with the team, we came up with original ideas to serve our beloved partners and support them where needed. Trade shows were cancelled which was the biggest challenge of all time as it was quite limiting us in terms of sales and face-to-face contact with our retailers. However, I have to say that this pandemic has also brought some change for the good of the company and the team. The bridal industry is and has always been a traditional and less dynamic market which is quite in contrast with the needs of the new generation we are serving right now. Millennials’ consumer behaviour is more dynamic and easily adaptable to change meaning that the thinking’s, feelings, and actions of the brides-to-be and society at large are constantly changing. 

The pandemic has pushed me and my team to think outside the box. From supply chain to marketing, we have all been brainstorming about opportunities to keep existing relationships strong but also find new ways to hold impeccable customer appeal. We found ourselves in a position where we are adapting to the environmental changes yet also in continuous strategic renewal which was more aligned with the needs and wishes of the end consumer. 

We are an international company and serve on a global level. The differences in regulations from country to country made us think of different solutions. On one hand, we were trying to target brides who were willing to show off their adventures side on their big day after being locked inside. While Europe was still in lockdown. So, on the other hand, we were executing micro wedding shoots to inspire and encourage brides to celebrate their love in a more modest and toned-down look. 

The same holds for the trade shows, we have delivered every single service we usually provide in a virtual way. From virtual trunk shows to virtual consultations and only collection presentations for our dearest retailers.

In short, to serve the two key groups of individuals driving our industry we kept their best interests at heart with every decision we made. I honestly believe that together we can find purpose through everything that is and will be happening.

There’s so much pressure for brands to come out with collections season after season – how do you keep them fresh?

The in-house design team and I are very hands-on and involved in many processes. We spent time understanding the bride, what she wants, and envisions herself in. Our diverse portfolio allows us to be appealing to many modern brides from all over the world.

As a team, we are constantly focusing on exploration, meaning that we focus on innovation and discovering the latest trends, basically bringing information from outside in. Our source of information is brides and the stylist working in the stores that are constantly in contact with brides. 

The biggest challenge is what we do with the information and how we implement it into our design process. I am very lucky that the team and I are showing great teamwork and effort to keep every feedback and information at heart during the design process. 

Also, I am thankful for my strong marketing team. Each person in the marketing department is responsible for bringing in ideas across all brands. We do not have an individual team that is only focusing on these concepts, but together with the team, we are simultaneously brainstorming about new concepts and how we can improve and make sure our current products are reaching the audience we want. 

The marketing team mainly consists of women who are passionate about marriage, with all having different characters. We certainly exploit our in-house resources and get inspired by each other. This results in different campaigns focusing on different angles of female empowerment.

Adore by Justin Alexander

We believe that the strength of the modern woman lies in the ability for her to self-identify. However, identity is never fully defined. It is fluid; something that is constantly being explored. Discovering and experimenting with different styles throughout life is something we all do. 

The clothes we wear each day show off our personalities, and wedding dresses are no different. On the bride’s wedding day, we want her to feel like the best version of herself! While it can be a challenge for the bride to choose a wedding dress that authentically reflects her personality in its truest for. The Adore team, along with our retail partners, are here to show her it doesn’t have to be!

Adore by Justin Alexander’s Spring/Summer 2022 collection is inspired by women around the world; these women, who have shaped and empowered us throughout life, are a source of inspiration. Adore is committed to help brides across the globe find a wedding dress that reflects their personality and spirit. The women that are our source of inspiration are categorized as three different muses: the Informal bride, the Civil Chic bride, and the Urban bride.

Join us on an adventure that will transport you to the unique magic of different cities around the globe. Fasten your seatbelts and let’s discover the muses below!

New York City

The city that never sleeps; the city where you can always find something to do, somewhere to eat, and somewhere to shop. This is where the Informal Bride calls home. She is relaxed, doesn’t take life too seriously, is at peace with her personality and focused on her own goals. She stands apart from everyone else because she is like no one else. She wears a simple yet impactful wedding dress with bold accessories that reflect her sense for the latest fashion trends.

Rotterdam

The Civil Chic bride calls Rotterdam home. The city known for its bold and modern architecture. Our bride is humble and full of love for her fiancé, family, and friends. She doesn’t need a big white flashy wedding, but rather an intimate ceremony with those that matter most - where the focus is on love. On her big day, she wears a chic wedding dress with a playful twist and complements her look with a fashion-forward hair accessory.

London

London Town is as edgy and hip as our Urban Bride. She is cool, courageous, and adventurous. She takes chances and doesn’t fall into a specific stereotype. This modern bride doesn’t need a castle; she is a princess with an edge, usually wearing a lightweight wedding dress with a slight feminine touch, and complements her look with some edgy styling elements such as her favourite bracelet and an “undone” hairstyle.

Now you know a little more about Adore by Justin Alexander, get in touch with the team at info-uk@justinalexander.com to discuss how you can become a partner.