In May, The Bay is set to launch a Kleinfeld Bridal shop in their downtown Toronto flagship – the first of its kind in the world. If successful, the retail concept could pave the way for additional locations helping to position The Bay as a leader in the bridal market.
But, will The Bay be able to successfully recreate the brand retail experience that customers expect?
The Bay, Queen St., Toronto
Although 10% of Kleinfeld’s customers are reportedly from Canada, for the majority of Canadians their understanding of the brand comes primarily from television. For viewers of TLC’s “Say Yes to the Dress”, Kleinfeld is known as much for its staff’s big personalities and the family dramas, as its quality gowns and customer service. Part family counsellor, part personal coach, part stylist, part arbitrator each bridal consultant has become a unique character in the drama.
What viewers witness on a regular basis on the show, is Kleinfeld’s consultants going the extra mile to locate the perfect dress for their customer’s big day, thrilling the bride and appeasing their families. To attempt to ensure that kind of superior customer service, the intent is to train the staff in the New York shop to their exacting standards.
But will that be enough?
In the world of brands, perception is reality. For Kleinfeld, the quality of the staff as well as their respective personalities, have become part of the perceived retail experience…and expected experience.
Time will tell if this marriage is a success.
