Combination of the new platform and stylist team gives brides the high-touch service of a boutique with unlimited selection and sizing only an online-first model can offer
SAN FRANCISCO–(BUSINESS WIRE)–Anomalie, the only customizable, made-to-order bridal brand that creates dresses to fit any size (00-30+), style, and budget, announced today the launch of its revamped DressBuilder platform, the data-backed digital resource for brides to visualize and work with stylists and dressmakers to produce their perfect wedding dress.
With recent bankruptcies filed by incumbent brands and retailers closing down unfrequented storefronts, the journey of finding the perfect wedding dress has become inconvenient. Anomalie found that brides are often led by idyllic fantasies and then confronted with the harsh realities of the industry’s lack of accessibility, limited inventory, designs, sizes and high markups.
Anomalie is powering a valuable resource for brides to use as part of their wedding dress journey — regardless of whether they shop with Anomalie or not — by leveraging the collective knowledge of Anomalie’s expert dressmakers, stylists, technical designers, and data scientists to create four billion permutations of possible dresses for brides. The brand’s design team, who come from top legacy brands, spent 30,000 hours documenting their dressmaker knowledge into the DressBuilder, sharing their collective knowledge with brides directly. The result is the most robust consumer customization engine released in any fashion category.
Within minutes, brides can use the DressBuilder to create sketches of their very own dream dress, all by answering a few simple questions. Customers then schedule a complimentary call with an Anomalie stylist to perfect the design and receive sample fabric in the mail, and digital lace recommendations. With data-backed technology and a vertically integrated supply chain, Anomalie solves all pain points for brides’ shopping experience by allowing true customization with inclusive sizing and the resources to empower brides to discover and create their perfect dress.
“I started Anomalie out of my own frustration with boutique shopping,” says Leslie Voorhees Means, co-founder and CEO of Anomalie. “Brides deserve to have their dream wedding dress and shouldn’t feel left out of the wedding dress shopping experience because of body size or shape, price range, or style preferences. We’re unlocking a better experience for brides by streamlining the wedding dress design and shopping journey, truly giving brides the inspiration, tools, support, and nearly unlimited options they need to create their perfect dress.”
Brides now have access to an entirely overhauled survey, design dashboard and dress page in addition to new editing features and lookbook tools to help them and Anomalie’s stylists bring their vision to life. Brides are offered more complex decisions in the survey process, have more detailed options to choose from (laces, fabrics, necklines, etc.) and the ability to create, name, and edit multiple dresses. The DressBuilder’s new dress page also equips brides with an overview of the dress production with status updates, visuals, specific lace and fabric selections, measurements, and final sketches, giving brides a behind-the-scenes look into how their dresses are being produced as well as more communication points with their stylists. The stylists and production team will also have a new and improved dashboard with new sketch tools, lookbook, and ultimately, a more efficient blueprint they will use to craft each dress.
“The words we hear most frequently from beta users of our DressBuilder is ‘mind-reading,” said Marcy Zelmar, Chief Experience Officer of Anomalie and former Head of Digital at Sephora. “Our goal is to bring a store of four billion options to the bride, with a knowledgeable and empathetic stylist team guiding them through the process to select their perfect gown. It’s been so exciting to see our beta users engage with the DressBuilder to create multiple sketches to discover their perfect dress.”
Since launching in 2016, nearly half a million brides are already using Anomalie to discover their dream dress. Over 1,000 customers a day are completing the DressBuilder survey and signing up for an Anomalie custom sketch.
Anomalie is the only customizable, made-to-order bridal brand that visualizes and creates dresses to fit any size, style and budget. Based in San Francisco, co-founders Leslie Voorhees Means and Calley Means are on a mission to empower brides to expect more from their dress shopping journey. Anomalie’s process combines three pillars — machine learning backed tools and mind-reading technology to help brides visualize their dress, vertical integration with the top workshops in the world and seasoned in-house stylist team. Founded on Leslie’s extensive background in supply chain management for Nike and Apple, Anomalie is pioneering a new model in retail supply chains uniquely fit for expansive customization at mass scale. Anomalie’s technical team includes leaders from Stitch Fix, Google and Sephora, while the dress production team includes experts from Vera Wang, Pronovias and David’s Bridal. Anomalie has raised a total of $18.1 million in funding from Lerer Hippeau, Maveron and Goodwater Capital.
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Huilian Ma Anderson