Store Vera Wang

Brand's DNA. Vera Wang engenders perfectly glamorous Hollywood style wedding gowns, and hence the idée fixe of American girls obsessed with the visions of their wedding ceremonies unimaginable without Vera Wang gowns. From its inception, Vera Wang has accepted nothing less than rich materials and classic silhouettes and favoured multi-layered cuts and sophisticated draping. The runway collections by Vera Wang feature somewhat unconventional bridal and formal attire solutions as well: peplum shorts striped down to the bare essentials, off-the-shoulder blouses with the sleeves extended past the wrist, and outsize bomber jackets. These Fashion line sophistication is, however, of marginal interest for most of the customers who are attracted to sensual and luxurious wedding gowns of her Wedding line. The Wedding line has followed the all too familiar well-trodden path for two decades already and is akin to a sleeping beauty who never bothers to stretch and yawn awake.

Chic. Essentially, Vera Wang's collections are only to a limited extent influenced by today's tailoring, which, perhaps, natural given that the bridal industry is deeply conservative and is slow in recognizing the trends. The same gown style can be subtly altered for a decade or more and still remain a bestseller. Iconic by Vera Wang proves this point.

Pricing. Wedding gowns are available in two collections, Bridal and Luxe. Bridal is positioned as the most affordable of all the range offered by the brand: the prices start from $2,900. Luxe gowns on average are almost three times as expensive with the lowest price of $6,900.

Corporate history highlights. Before Vera Wang, an American of Chinese descent, became a fashion icon, she succeeded in a variety of careers: from an Olympic-hopeful ice skater to Vogue's chief editor to Design Director at Ralph Lauren with 13 accessories collections to her credit. In 1989, as she was planning to get married, she found herself frustrated at the lack of wedding dress options to her liking. She then hired a seamstress to have her own design sewn, which cost her $10,000. This experience encouraged her to create a namesake brand and, after selling her wedding gowns to Carolina Herrera and Christian Dior that she admired, she opened her first store in New York in 1990, thanks to the generous financial backing of her father, a successful businessman of his own right.

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