In this article:
- The Second-Life trend in fashion is a double-whammy, as it exhibits sustainability as a value and creates new business opportunities
- Now, a selection of Pronovias wedding gowns will qualify for the #PronoviasSecondLife line that can be brought into a Pronovias store to be restyled after the wedding at no extra cost
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Pronovias kicked off its new offering this month with a series of short videos on Instagram. The longer one also was posted to Vimeo (see below). The premise is that brides love their wedding gowns so much, they’d love a way to wear them again, and this service makes it easy.
Pronovias Artistic Director Alessandra Rinaudo remarked: “This is a very innovative project because what we are doing is giving a new life to dresses that are traditionally only worn once.”
Of course, it was always possible to shorten and alter a wedding gown to make it work as a party dress, but that would mean more money spent on it. The value proposition here is that Pronovias will absorb the cost of tailoring, so long as the bride follows the four steps outlined on the site:
- Choose a wedding dress displaying a Second Life icon
- Purchase it at one of our Pronovias-only stores
- After the wedding, return the dress to the same store and they will make the alterations for at no cost! The customer will have 12 months from the day you pick it up from one of Pronovias-only stores
- Pick up the Second Life altered dress and wear it again and again!
For example, one of the Instagram illustrations shows the bridal gown go from this:
to this
The responses are quite positive. While the ads focus on saving the planet by getting more use out of clothes, there is also the value proposition of getting more wear out of the hefty investment that is a wedding dress.
There’s a double win for the brand with the Second Life line: a value differentiator at the moment of decision and a reminder that the brand can play a role in a woman’s life beyond the wedding day.
Not only does a bride get to feel like dropping four figures on a dress is not overly extravagant because she can wear it again. But she can also feel that she’s taking part in a positive sustainability initiative.
Best of all, for the brand, when the former bride wears her Provonias dress after the wedding, she’ll be reminded about the free service that gave her more use out of her dress. That’s a very smart move for a designer label.
Related: The Bride Wore Busch Beer Camo
