10 Questions With Pronovias CMO Eva Ziegler

1) When did the Pronovias brand begin?

With over 55 years of history, Pronovias was founded in Barcelona, Spain and has been dressing the dreams of stylish brides in more than 100 countries around the world ever since.

2) How many Pronovias stores and franchises are there in the world and the US?

Today, Pronovias is sold in a network of 4,000 points of sale in 105 countries, including a network of over 160 Pronovias-branded stores, of which 50 are franchises stores that each offer a unique shopping experience for our clients in every corner of the world. In the US alone, we have in total 1,300 points of sale and six Pronovias-owned stores, with additional plans to open a Pronovias flagship store in Los Angeles very soon.

3) How many new store openings for 2020?

Currently, we are in the middle of a strategic retail expansion, and are planning several new openings of Pronovias-owned store in the US, Canada and Mexico.

4) Does each store sell the same merchandise or is it catered specific to the area?

The buys are tailored to the specific market needs and with Pronovias’ expansive product offering, we are able to cater to the wide variety of different needs of brides across the world, providing a perfect stylish fit for all.

5) What goes into the process deciding where to expand to a particular country/location?

Using the US market as an example, we look at a strategic opportunity for growth for Pronovias Group as a whole, including its entire portfolio of five bridal brands. The US bridal market is today valued at over $80 billion, which is 20% bigger than the entire European market and we currently hold a small share. One might think with the digital conversation being at the forefront these days that it’s more efficient from a resources standpoint to focus on e-commerce, but the bridal business is unique in that almost 99% of brides still buy their wedding dresses via brick-and-mortar, via in-person appointments or otherwise. 

6) What are some of the new in-store shopping experiences that have changed from a few years ago?

The shopping experience today starts long before the bride-to-be enters the store. With the emergence of social media and digital, the bride is looking for inspiration, trends ,and product information online, so she is well-informed before stepping into the physical store. The Pronovias Boutique is not just place to buy a dress anymore; rather, it can offer a customized and personalized experience with a team of well-trained experts of Bridal Stylists and Personal Fitters, who work with the bride through the entire selection and fitting process. Visual merchandising and retail theater have also increased in importance, which is why we now offer a veil gallery and headpiece playground in some boutiques, for example, to inspire the bride to complete her total look.

7) What are some of the top trends selling today?

Inclusivity and offering dresses that provide the perfect stylish fit for everybody is an important trend and evolution. To celebrate femininity, the Mermaid silhouette with deep V-neck, fashion-forward details from slits, see-through laces and three-dimensional flowers with a touch of sparkle are all going strong. Additionally, brides-to-be are looking for versatility and multiple looks to help carry them seamlessly from the ceremony to the party; short dresses as their party look with detachable accessories are on-trend. Of course, not  everyone is looking for a “long white dress”, so we offer a range of tuxedos and jumpsuits for the more unconventional bride.

8) Are alterations done on the premises of each boutique?

Alterations and customizations at our boutiques are part of the experience so that the bride´s dress is the dress she has been dreaming of and is the perfect fit from head to toe.

9) What environmental sustainability steps does the brand take?

We recently launched a holistic sustainability program that we’re calling  #HappyWorld, focusing on environmental and female empowerment initiatives. More information on the initiative can be found online at https://www.pronovias.com/happy-world.

10) What is Pronovias #happyworld all about? 

In addition to our environmentally-conscious initiatives, Pronovias has several initiatives on female empowerment – this includes rejecting any form of gender-based violence as well as offering affected employees an increased support and higher levels of protection than established by local regulations. We are also collaborating with a number of non-profit organizations, including Brides Do Good. With the donation of wedding gowns, we are supporting the Plan International initiative for the “Safe Schools for Refugees” in Ethiopia to educate young girls and prevent marginalization.