10 Questions with Designer, Danielle Frankel
1. Where did you study fashion and where did you work before opening Danielle Frankel studio?
I studied at Parsons, graduating as a finalist for Designer of the Year in 2012, this opened a lot of doors for me.
2. Why did you choose bridal design for your company?
I really fell into it after working for Vera Wang. The actual business of bridal is quite unique and I really liked the community.
3. Describe the philosophy of your collection.
Our label looks at the wedding as an opportunity to work with our customers for several moments throughout their wedding weekend. We understand that women are looking for something new and understated but still luxe for their day, and we want to provide those styling elements.
4. Who is your customer?
Our woman is a researcher. She has looked at every possible option to style herself for the wedding and is making a purposeful purchase. She is aware of the quality and she looks for the details in the clothing.
5. Where is the collection made?
The collection is made right here in New York.
6. How do you see your company evolving in the future?
I look at the company as a starting point for a much larger idea. We can look at ready-to-wear options in the bridal landscape, as well as footwear and accessories. I would love to open my own salon at some point allowing a complete point of view for the label and for our aesthetic.
7. How does selling both to bridal salons and online work together?
The online business is great because it offers a worldwide audience the opportunity to buy. When you are a small company and there is a customer in a location that doesn’t have a salon, online is a great way to connect. The online business is an exclusive collection, as well as styles that were straight from bridal week. Having this launch straight from market allowed our label to sell from the new seasonal press.
8. Is there a difference in the bride who buys in the salon versus the bride who buys online?
Some women prefer the salon experience and some women don’t need it at all. I think a lot of it has to do with the type of wedding and the personality of the client. We would love to cater to both types of women.
9. What is the best way to communicate to your brides?
The best way I learn from brides we work with is by taking notes at our trunk shows, or for our custom brides, working with them at our studio. It is important to have relationships with these women and hear their voice.
10. Being fairly new to the bridal industry, what have you observed that could be a positive change?
Understanding the customer and how she is shopping is a huge component to the outcome of her purchase. Offering a more exclusive experience is something a bride will always appreciate. Sitting down with a coffee before the fitting or being the only bride in the room for a fitting is a luxury experience that might allow the bride to feel more comfortable in a process she is foreign to. On the other side is the woman that wants to shop from her couch. That woman wants to take care of her look on her own without any frills, at home. They both cater to people’s view of privacy and comfort.