Kleinfeld Bridal Case Study

Established in 1941, Kleinfeld always took pride in their exclusive selection of gowns and their exceptional customer service. The brand was born in the depths of Brooklyn and had come upon hard times when a Saks Fifth Avenue veteran and Icon in American and European fashion Industry and her Partner a leader in the licensing industry purchased the brand name and all its rights and needed to harness a plan and maintain all the loyal incredibly talented employees and house the now global brand in Manhattan.

Kleinfeld has 200 professional stylists, consultants, custom fitters, sewers, beaders, embroiderers, and pressers – all dedicated to creating the perfect gown for the bride on her special day. Kleinfeld has stayed true to its roots and continues to be the traditional boutique with so much more. The owners from day one interacts with the brides, special trips were arranged for brides and their mothers to come to New York, review dresses, shoes, head pieces, veils and eventually all other merchandise and services we built with them including the concept and design of a men’s line for the groom, his groomsmen and the father of the Bride and Groom.

And so, our collaborative journey began with finding an old warehouse on 18th street which had an entrance on 17th street for a customer entrance and a service and delivery entrance. It was a gut renovation while a team of architects getting the “white” in the mirrors to be the purist as there are 435 shades of white that influence mirrors, a soft grey and white atelier was developed, and all the bridal stylist and consultants wore chic black suits to focus on the dressed and the brides.

Our Scope of Work

It all began after the construction and opening with a very simple meeting discussing the dating, engagement to wedding run of show and process. And then we knew someone at TLC, and they were looking for reality shows. So, we ideated an offsite hush hush strategy session of what, who, why, and how the brides would react and without even a hesitation, the bride says yes to the ring and the next thing is…she says YES to the Dress!!! Now in its 20th season. A crowning achievement for our team and theirs and we still see and work together today on an ad hoc basis…but our personal relationship with owners Ronnie Rothstein & Mara Urshel, is a standing dinner and ultimately continued ideation monthly and since the Pandemic when time and safety allow.

The Engagement Includes:

  • Development & launch of the total experience from engagement to the day the dress was picked up or delivered

  • Branded and personalize a in house line of bridal gowns and evening wear

  • All print and digital advertisements

  • Managed all their PR and appearances, segments, and events on and off site.

  • Revamped an older, antiquated website to accurate reflect the brand evolution, conceptualized, and built their massive press bank, introduced bridal stories

  • Employee training and handbooks

  • Weekly e-blasts

  • Curated vendors who paid to be featured on their site for their services

  • Built their database to subscribe after viewing three dresses as they were becoming a research site for women who did not live in driving distance

  • Monetized the appointment system, so cancellations did not leave hole in the showing and fitting schedule

  • Built and developed and managed the e-commerce business, alliances, partnerships, guest designers, new designers, fashion shows