With the spread of the Internet, a new and modified market has emerged. The consumer appeal of shopping without leaving the home has revolutionized the service and sales industries. Though activities such as wedding dress shopping or wedding planning in general remain novelty activities that are performed in real life, they have been drastically modified thanks to an online platform called WedingWire that is capitalizing on the perks of the electronic marketplace. WeddingWire is a website that is revolutionizing the way that society approaches wedding planning through the proliferation and accessibility of services via online platforms.
The intent of WeddingWire is to take the wedding culture to the online marketplace by connecting people with merchants and helping merchants build their businesses. The success of WeddingWire is achieved by targeting a very specific demographic of merchants, middle and upper middle class engaged couples, and party planners.
It is important to note that the demand for services like WeddingWire is only a product of our society. Cultural factors like the emphasis our society places on weddings and extravagant celebrations are imperative to the success of WeddingWire. One can turn on the television and at any time expect to see shows like Bridezilla or Say Yes to the Dress on air. More simply, the cultural factor of celebrating marriage is what drives the demand for WeddingWire and the services it provides. If everyone were to go down to city hall and achieve their “wedding celebration” in the foyer of city halls across America, then the demand for virtual market places would no longer exist. The culture of wedding planning is in itself a thriving market for unhinged consumption. Once this marketplace manifests itself online, it further connects people to services. As a result, wedding culture is solidified as a cyberculture. The cyberculture is very specific in its target demographic. For example, WeddingWire is not attempting to reach the lower class or the upper class. Their focus is middle class and upper middle class. Consequently, the market that they are functioning in is very specialized. The idea of specialization is reflected in the visual layout of WeddingWire.
The website is organized and appealing to the viewer because the purpose is clearly stated, the content is easy to find, and there is no unnecessary information. The website is broken down into tools and content. The tools include services like budget planning, guest list and seating chart creation, a planning checklist, a build your own wedding website feature, and finally an inspiration board. To me the tools are the self-services, DIY, aspect of the website. The goal of the tools is to organize the consumer’s ideas, needs, and limitations. The content consists tabs along the tool bar on the website that are broken down into venues, registry, photography/videography, DJ, flowers, and songs. In addition, WeddingWire provides pictures of venues from the weddings of people who have benefited from WeddingWire in the past as well as a place where couples can share their wedding story, a tool that appeals to the emotional side of the consumers viewing the website.
In addition to the content being helpful in an uncomplicated way, the graphics of the website are pleasing to the viewer. The customer is allured by not only the usefulness of the content, but by the simplicity and effectiveness of the graphics. The graphics, like the tools are uncomplicated and useful. The homepage is adorned with high definition photos of flower arrangements and sparkly engagement rings. In addition to the picture that are aesthetically pleasing, there are simple icons that represent the tools in fun ways. For example, the icon that represents the budget is a piggy to stir up nostalgia of piggy banks and childhood savings. The graphic design and layout of the website plays a significant role in appealing to the emotional side of the consumer.
By creating a convenient, pressure free, and intuitive platform for shopping while proving helpful tools, the market encourages consumption in a logical way. One is very less likely to participate in consumption if the platform is disorganized and unappealing. WeddingWire is expanding the market, encouraging consumption, and creating a revolution for consumers. But it could potentially be cutting out the middle man in doing so. Couples that might traditionally rely on a wedding planner to make all of their wedding dreams come true can do just than on their own. WeddingWire makes sure of it. In the same way that this online platform is shaping the market it is also shaping participation. Wedding planners likely don’t have a spot in this market because the website in its nature leaves the planning up to the couple.
WeddingWire has achieved great success and found a niche in a cyberculture that demands the services of WeddingWire. The success of WeddingWire is due to the specific goal, targeted demographic, a culture that lives to consume and appealing content. Yet, the success of such companies that are based off of consumerism is completely dependent on the market demands of that specific cyberculture. To continue thriving, WeddingWire may have to find new and innovative services to keep enticing the target demographic.
The intent of WeddingWire is to take the wedding culture to the online marketplace by connecting people with merchants and helping merchants build their businesses. The success of WeddingWire is achieved by targeting a very specific demographic of merchants, middle and upper middle class engaged couples, and party planners.
It is important to note that the demand for services like WeddingWire is only a product of our society. Cultural factors like the emphasis our society places on weddings and extravagant celebrations are imperative to the success of WeddingWire. One can turn on the television and at any time expect to see shows like Bridezilla or Say Yes to the Dress on air. More simply, the cultural factor of celebrating marriage is what drives the demand for WeddingWire and the services it provides. If everyone were to go down to city hall and achieve their “wedding celebration” in the foyer of city halls across America, then the demand for virtual market places would no longer exist. The culture of wedding planning is in itself a thriving market for unhinged consumption. Once this marketplace manifests itself online, it further connects people to services. As a result, wedding culture is solidified as a cyberculture. The cyberculture is very specific in its target demographic. For example, WeddingWire is not attempting to reach the lower class or the upper class. Their focus is middle class and upper middle class. Consequently, the market that they are functioning in is very specialized. The idea of specialization is reflected in the visual layout of WeddingWire.
The website is organized and appealing to the viewer because the purpose is clearly stated, the content is easy to find, and there is no unnecessary information. The website is broken down into tools and content. The tools include services like budget planning, guest list and seating chart creation, a planning checklist, a build your own wedding website feature, and finally an inspiration board. To me the tools are the self-services, DIY, aspect of the website. The goal of the tools is to organize the consumer’s ideas, needs, and limitations. The content consists tabs along the tool bar on the website that are broken down into venues, registry, photography/videography, DJ, flowers, and songs. In addition, WeddingWire provides pictures of venues from the weddings of people who have benefited from WeddingWire in the past as well as a place where couples can share their wedding story, a tool that appeals to the emotional side of the consumers viewing the website.
In addition to the content being helpful in an uncomplicated way, the graphics of the website are pleasing to the viewer. The customer is allured by not only the usefulness of the content, but by the simplicity and effectiveness of the graphics. The graphics, like the tools are uncomplicated and useful. The homepage is adorned with high definition photos of flower arrangements and sparkly engagement rings. In addition to the picture that are aesthetically pleasing, there are simple icons that represent the tools in fun ways. For example, the icon that represents the budget is a piggy to stir up nostalgia of piggy banks and childhood savings. The graphic design and layout of the website plays a significant role in appealing to the emotional side of the consumer.
By creating a convenient, pressure free, and intuitive platform for shopping while proving helpful tools, the market encourages consumption in a logical way. One is very less likely to participate in consumption if the platform is disorganized and unappealing. WeddingWire is expanding the market, encouraging consumption, and creating a revolution for consumers. But it could potentially be cutting out the middle man in doing so. Couples that might traditionally rely on a wedding planner to make all of their wedding dreams come true can do just than on their own. WeddingWire makes sure of it. In the same way that this online platform is shaping the market it is also shaping participation. Wedding planners likely don’t have a spot in this market because the website in its nature leaves the planning up to the couple.
WeddingWire has achieved great success and found a niche in a cyberculture that demands the services of WeddingWire. The success of WeddingWire is due to the specific goal, targeted demographic, a culture that lives to consume and appealing content. Yet, the success of such companies that are based off of consumerism is completely dependent on the market demands of that specific cyberculture. To continue thriving, WeddingWire may have to find new and innovative services to keep enticing the target demographic.