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Barrie Pace finds an underserved online market niche
Mothers of the bride get little attention online. Barrie Pace, Hartmarx Corp.’s women’s brand, is out to change that with MotheroftheBride.com.
Hartmarx Corp. division Barrie Pace, a catalog merchant of high-end classic women’s apparel, has gone online to pursue a market niche that’s received little attention to date on the web: mothers of brides. Barrie Pace this week launched MotheroftheBride.com, a new web site for the Barrie Pace brand that features a front page with wedding-related content and links to a Barrie Pace apparel assortment geared specifically to the target customer’s apparel needs for a variety of wedding-focused occasions.
The site, created with the help of interactive marketing and technology company Agency.com, will be promoted online with search enhancement services from itraffic, Agency.com’s interactive advertising and marketing subsidiary. “MotheroftheBride.com provides Barrie Pace a unique opportunity to help serve an extremely important, but largely underserved market,” says Lori Krzyzewski, vice president of marketing and advertising at Barrie Pace. “Agency.com has helped us create an additional channel to connect with prospective customers and provide a specialty store experience that characterizes Barrie Pace.”
MotheroftheBride.com, which Agency.com calls a “microsite,” augments an existing company consumer site, BarriePace.com. In addition to the wedding-specific content and assortment, MotheroftheBride.com features other collections available on the regular Barrie Pace site, letting customers shop the full Barrie Pace collection. It offers the same search-by-catalog number, by product type, and catalog request options available on BarriePace.com.
Itraffic, which has been working with Barrie Pace on search engine and e-mail marketing since October, says those efforts have helped drive an additional $1 million in sales for BarriePace.com this year.