According to bridal industry leader Alfred Angelo, the Internet can be an extremely valuable source of information for the contemporary bride. The firm launched their Web site, www.alfredangelo.com, in early 1999 and has been extremely pleased with the phenomenal response from consumers. "The number of visitors to our site has exceeded our wildest expectations", states Cindi Freeburn, director of Advertising. "We receive hundreds of e-mail communications daily, with topics ranging from styling advise to kudos for our diverse size offer". The company has a full time consumer service specialist trained to respond to the e-mail queries.

Sites such as the one offered by Alfred Angelo provide brides-to-be with an array of valuable information as they move through the gown selection process. "We offer the bride the ability to view every product we manufacture via our on-line catalog", states Freeburn. The virtual catalog is the most popular area of the site and is organized to cater to the varying needs of today's bride. There is an area devoted to plus size brides where the company showcases nearly three dozen styles available up through size 28W. In addition, for those who need a wedding gown quickly, the site guides brides to the FLASH delivery area where numerous bridal gowns and bridesmaid dresses available in under a month are featured. The enhanced view of each gown provides not only a photograph, but also a detailed description, including a recommended price range.

The ability to communicate directly with the bridal consumer has had an impact on the products the company markets as well. "We received so many rave reviews from plus size brides about our Women's size bridal offer that we are now offering all of our bridesmaid dresses in sizes 4-20 as well as 16W-28W". Freeburn also indicates that access to consumer input has an impact on the designs themselves. "We have many brides asking for specific features on the gowns, which we are able to pass to our design team".

In addition to the "virtual bridal boutique", the site also features a "store locator". Once the bride has identified the Alfred Angelo gowns that appeal to her, she can click on the locator and find an authorized dealer in her local area that carries the Alfred Angelo line. The locator is updated twice a year so that the list of stores is current.

The over sixty year history of the company, a bridal fashion glossary and a direct communication link are among the other features included on the site which is maintained and updated "in house" to insure that new product and offers are communicated to brides in a timely fashion. The goal according to Freeburn is to provide the bride-to-be with as much useful information as possible during the gown selection process.

While Alfred Angelo has been a leader in providing information to brides, it has also been a leader in establishing a policy with regard to Internet sales of bridal gowns. "It is patently against Alfred Angelo marketing policy to allow our products to be sold via the Internet" according to Freeburn. "It is our belief that the Internet is not the proper environment for the sale of such a specialized, service-oriented product." According to Freeburn, many other reputable companies in the bridal industry have since adopted similar policies.

The implications to the bridal consumer are clear. Be wary of those who purport to sell bridal wear via the Internet, or strictly through a toll free number. In many cases, these firms do not have a direct connection to the bridal apparel manufacturer and may be acquiring the gown via another source. "Many brides are tempted by offers of low prices" states Freeburn, "that is one of the reasons we supply price information our Web site, so brides can be advised of the recommended price". "If it sounds too good to be true, it probably is". If a bride is in doubt, the company suggests contacting the manufacturer directly to confirm that the source from which they are considering making a purchase is legitimate.

There is no doubt that the web can be a valuable resource when planning a wedding and seeking the perfect gown for both the bride and her attendants. However, brides would be well advised to remember that a wedding remains the event of a lifetime. While the Internet is a great tool for information, when it comes to buying wedding apparel, the local bridal retailer offers the expertise she needs and the service she deserves.

Courtesy of Article Resource Association, www.aracopy.com, e-mail: info@aracopy.com