1. The Curve Agency

2. Company Description Started in 1950 In August 2012, the private equity firm, Clayton Dubilier & Rice LLC, purchased David’s Bridal for $1.05 billion from Leonard Green & Partners. David’s Bridal has more than 300 locations nationwide. Offers the convenience of one-stop shopping with head-to-toe dressing, on-site alterations, special financing options, gown preservation services, and coordinating ensembles for the entire bridal party. By combining an array of services for the price- conscious consumer, David’s Bridal appeals to a large consumer market.

3. Objectives & Strategies Two main objectives: Increase consumer awareness of the exclusive Vera Wang partnership and other designer brands David’s Bridal carries. Switch the consumer’s beliefs and attitudes from thinking that David’s is a just a discount super cente.r Strategies Market segmentation Creating a brand strategy Minimizing the amount of special offers and focusing on creating brand awareness.

4. Magazine Ad Find the Dress of your Dreams Featured Collections: White by Vera Wang Oleg Cassini Melissa Sweet Galina

5. New Website

6. Television Commercials

7. Special Events- Fashion Shows

8. Billboard Advertisements Now Available at Shop Online at WWW.DAVIDSBRIDAL.COM

9. References David’s Bridal (2012). Press Room, David’s Bridal. Retrieved from http://www.davidsbridal.com/webapp/wcs/stores/servlet/PressRoom_About-Davids-Bridal http://www.davidsbridal.com/webapp/wcs/stores/servlet/PressRoom_About-Davids-Bridal Monks, Matthew. (2008, March 5). David's Bridal Due for Change? Wall Street Journal. Retrieved from ABI/INFORM Global. (Document ID: 1439793491). N.A. (2012). David’s Bridal Betrothed to Private Equity Firm. Wall Street Journal. Retrieved from http://online.wsj.com/article/SB10000872396390444327204577617201326404354.html http://online.wsj.com/article/SB10000872396390444327204577617201326404354.html N.A. (2012). David’s Bridal. “What’s on Brides’ Minds” Survey Sets the Bridal Planning Stage for 2012. Marketing Weekly News. Retrieved from ABI/INFORM Global. (Document ID: 2576439681 Raghubir, Priya. (2004). Free Gift with Purchase: Promote or Discount the Brand?. Journal of Consumer Psychology, 14(1&2), 181-185. The Boston Globe (August 29, 2012) David’s Bridal sold for $1.05 billion, Boston.com Retrieved from http://articles.boston.com/2012-08-29/business/33447352_1_private- equity-leonard-green-wedding-gownhttp://articles.boston.com/2012-08-29/business/33447352_1_private- equity-leonard-green-wedding-gown