Question

Topic: Taglines/Names

Speciality Ballgown/quinceanera Dress Shop

Posted by quinceg on 9/21/2012 at 1:32 PM ET 250 Points
We are a online retailers of specialty gowns - debutante, ball gowns, quinceanera dresses. Name: Quinceanera Galleria. However Quinceanera dresses are our main product. We need a tagline that encompassed our UVP.

Info:

Our target audience consists of teenage girls celebrating a milestone and needing a one-of-a-kind dress.

Their mothers are usually involved in the ordering process.

We are distinct for other retailers because each dress is custom-made to order (hand-made in most cases) and can be designed the customer - they can choose their color, embellishments, custom measurements, lenght (with or without a train) and style of cover-up/bolero jacket.

However, we do this fairly affordably given the average price point for an off the rack Quince dress is $500. Our dress start at $299.

We are in the midst of website overhaul and what to drive up our value.

Some ideas that we have already:

Handmade to Perfection - Guaranteed

Design Your Quince Dress - hand-made to perfection guaranteed

But I struggle with coming up with new ones. I want to drive home our UVP which is the only retailer that allows our customers to design their own dress for an affordable price.

Thanks for any suggestions.
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RESPONSES

  • Posted by chiron34 on 9/22/2012 at 3:15 AM Accepted
    Quinceg,

    Here's few ideas for you to chew over. However, they may go further than you have outlined in your initial post. Nevertheless, they are ideas you can consider.

    1.

    You can be the only young lady in the room who dazzles in her self-designed gown. Think that's expensive? Not at Quince's. We can do your dream gown from $299! No one beats our service or our price!

    2.

    So you've got an important event coming up? And you want a ball gown so you look like Elizabeth Taylor in Cleopatra? Check out Quince. Here at Quince we specialise in helping young ladies like you to create your dream gown. Think this will be expensive? Not at Quinces it isn't. Our prices start at a very affordable $299, And we back our service to you against anyone,

    3.

    What about speed of delivery to your customers? Is that something you can use positively as a marketing subject? What is the time-frame from initial design idea to a completed gown? Is this important in your industry?

    4.

    Is there an issue or argument that an off-the-rack gown can never fit as well as a self-designed gown from Quince, an issue that must be terribly important for a young lady going to a special event, special memories function.

    5.

    have you thought about throwing in a nice set of young lady's lingerie with each purchase? I wouldn't give it for free however. I would make it a gift for an additional $1. If you charge a dollar. it will be remembered for a lot longer than a free gift would.

    6.

    In the interests of the complete package, and if you don't do shoes, you could perhaps consider a strategic alliance with a shoe retailer that you can trust.

    7.

    Do parents attend the type of functions or events you have in your sights. If so, you could offer a discount if Mother has her gown done at the same time. This could be a mother-daughter package. If parents are not involved, you could offer a discount if Mother would like a self-designed day wear dress or suit.

    That's it from me. I don't know if it will be helpful or not.

    sincerely,

    chiron34






  • Posted on 9/23/2012 at 2:38 AM Accepted
    If you were asking for tag lines, what about:
    -Measure up your right of passage.
    -let us measure your right of passage
    -Customizing your femme fiesta.
    -Specialized gowns for your right of passage
    -Specialized gowns for your special occasion
    -no need to frown...we can make your gown!

    and if you want a name suggestion:
    Gown(s) of the Town...
    ...personally stitched to perfection!
    Enjoy
    Cathy
  • Posted by quinceg on 9/24/2012 at 12:59 PM Author
    I posted this in the wrong place, so glad it was moved back. Thanks for the suggestions so far. I think it help to look at it from an e-commerce standpoint and address the concerns of the different buyer personas:

    1) is this site trustworthy, will I get a quality gown?
    and
    2)Why are we the best choice

    Can a tagline at the top of a ecommerce page accomplish that?
  • Posted by chiron34 on 9/26/2012 at 12:35 AM Member
    Quinceg,

    The best way to address the questions you raise is through testimonials from the young lady satisfied customers. Use videos and still photographs of the customers looking resplendent. You can video the young ladies being measured and fitted in your work room and also use posed photos in your work room, say at the final try-on stage.

    Don't forget to also include photos of the young lady customers at the actual functions. If you can get access to videos of the function, say at the point that the young lady is presented as a debutante or receives an award, that would be compelling promotion. However, make sure your lawyer covers you for use and copyright issues.

    Another thought is perhaps doing the same thing with Mothers, who after all, will be paying the bill and can therefore relate to other Mothers who want the best at an affordable price for their daughters. This is where a good copywriter is needed.

    It's the old 'a picture is worth a thousand words' approach.

    It's hard to build trust through your own words alone.

    regards,

    chiron34
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