The American Journal of Interdisciplinary Innovations and Research
51
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Type
Original Research
PAGE NO.
51-58
10.37547/tajiir/Volume07Issue08-05
OPEN ACCESS
SUBMITED
19 July 2025
ACCEPTED
29 July 2025
PUBLISHED
07 August 2025
VOLUME
Vol.07 Issue 08 2025
CITATION
Iryna Kotapska. (2025). Methods of Digital Technologies and Online
Platforms in The Promotion and Sale of Wedding Dresses. The American
Journal of Interdisciplinary Innovations and Research, 7(8), 51
–
58.
https://doi.org/10.37547/tajiir/Volume07Issue08-05
COPYRIGHT
© 2025 Original content from this work may be used under the terms
of the creative commons attributes 4.0 License.
Investi
Methods of Digital
Technologies and Online
Platforms in The
Promotion and Sale of
Wedding Dresses
Iryna Kotapska
independent researchers, Ukraine
Abstract
- The article examines existing methods of
digital technologies and online platforms as tools for
promoting and selling wedding dresses. The relevance of
the study is determined by the rapid, nearly exponential,
increase in the influence of information and
communication technologies and Internet platforms on
consumer behavior patterns and the formation of
business strategies in the bridal wear industry. The aim
of the work is to conduct an in-depth analysis and
systematization of contemporary approaches to the
application of digital tools and Internet resources in
order to enhance the effectiveness of marketing
promotion strategies and processes and the commercial
realization of wedding attire. The research is based on a
methodology that includes analysis of recent scholarly
publications and empirical market research data. Within
the framework of the study, a detailed examination is
carried out of the most significant digital means, among
which are social media and influencer marketing,
specialized e-commerce platforms, as well as innovative
solutions in the field of augmented (AR) and virtual (VR)
reality. This article is intended for a wide range of
specialists: researchers in the fields of digital marketing
and e-commerce, professionals in the wedding industry,
as well as entrepreneurs seeking to optimize business
models and increase competitiveness in the market of
exclusive bridal wear. As a result of the systematic
analysis, fundamental conclusions are formulated
regarding the necessity of applying a comprehensive,
multichannel approach when establishing a presence in
the digital space, and it is also confirmed that deep
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The American Journal of Interdisciplinary Innovations and Research
personalization of commercial offers and interactive
engagement with the target audience
—
particularly
prospective brides
—
are key factors for success under
contemporary
market
conditions.
[References
maintained in square brackets].
Keywords:
Wedding dresses; digital technologies; online
platforms; e-commerce; social media; bridal fashion
marketing; virtual try-on; augmented reality.
Introduction
The contemporary economic model is characterized by
the comprehensive integration of digital technologies
into every aspect of socio-economic activity, resulting in
a radical transformation of existing business paradigms
and consumer behavior models [1, 2]. The fashion
industry, and specifically the bridalwear segment, is
inevitably influenced by global trends, encountering
profound changes in both customer engagement and
commercial strategies [3]. Whereas the process of
selecting and purchasing a wedding dress previously
relied predominantly on visiting boutiques and trying on
garments, there is now a clear shift toward online
communications with brands and retailers, which in
some cases completely displaces traditional channels
[4].
The relevance of analyzing the methodological aspects
and ways of implementing digital tools and online
platforms in the promotion and sale of wedding dresses
is determined by several interrelated factors. First, there
is a consistent growth in the global wedding services
market, which inevitably leads to an expansion of the
bridalwear segment. According to the latest analytical
forecasts, the volume of the global wedding services
market is expected to increase significantly by 2032,
creating favorable conditions for the transformation of
related sectors [5, 16]. Concurrently, there is a steady
rise in the share of online sales in the apparel and
accessories sector, which presents new opportunities
for participants in the wedding market and intensifies
competition, imposing higher demands on the
adaptation of commercial strategies [6]. This trend
directly shapes the trajectories for developing marketing
communications and distribution channels for wedding
dresses.
Second, the transformation of consumer behavior
—
especially among Generation Y (Millennials) and
Generation Z, who constitute the core audience of
potential buyers of wedding goods and services
—
emphasizes the necessity of actively implementing
digital interaction channels. These cohorts have grown
up in an environment of total digitalization,
demonstrate high activity on social networks when
gathering information and making purchase decisions,
and place greater demands on service personalization
and the convenience of online formats [7]. Empirical
research results indicate that most brides use internet
resources during the stages of event planning and
wedding dress selection, confirming the advisability of
focusing marketing efforts on online tools [8].
Third, the continuous advancement of digital
technologies offers new opportunities to enhance the
client experience in the wedding industry. The
introduction of augmented reality (AR) and virtual
reality (VR) solutions enables immersive remote dress-
try-on scenarios, artificial intelligence (AI) provides
personalized recommendations that increase the
effectiveness of commercial offerings, and big data
analytics facilitates in-depth examination of consumer
preferences and optimization of marketing campaigns
—
inevitably impacting conversion rates and customer
loyalty [9, 10].
Despite the obvious importance of digitalization for the
development of the wedding business, there is a lack of
comprehensive
studies
and
systematized
methodologies in the academic literature concerning
the application of digital tools specifically in the
promotion and sale of wedding dresses, taking into
account current trends.
The objective
of the study is a thorough analytical and
systematizing
treatment
of
contemporary
methodological approaches to employing digital tools
and online platforms in the context of marketing and
distribution of wedding dresses, grounded in a critical
analysis of current scholarly publications and empirical
market research data.
The scientific
novelty lies in a comprehensive,
systematizing description of modern digital techniques
and platform-oriented strategies for marketing and
selling wedding dresses, with an emphasis on key
trends, obstacles, and prospects.
The author’s hypothesis
is formulated as follows: the
most effective strategy for marketing and distributing
wedding dresses under current conditions is an
integrated omnichannel model. Within this model, it is
assumed that the following elements will operate
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The American Journal of Interdisciplinary Innovations and Research
synergistically: an active and precisely targeted
presence on social media, utilization of the advanced
features of e-commerce platforms, implementation of
interactive technologies (particularly AR/VR) to provide
an immersive customer experience, and deep
personalization of communications based on predictive
data analytics. It is anticipated that such a combined
strategy will enhance brand recognition, extend the
reach of the target audience, and achieve a significant
increase in sales conversion.
Materials And Methods
To achieve the stated goal, a methodology comprising
systematic analysis and synthesis of current scholarly
publications and industry reports was employed. The
search for sources was carried out in leading
scientometric databases such as Google Scholar, Scopus,
and Web of Science, as well as on the websites of
reputable research firms and industry publications.
Digital technology methods and approaches and online
platforms for promoting and selling wedding dresses
have been grouped into three thematic blocks.
The first block includes macroeconomic and market
overviews (Zion Market Research [5], Statista [6], The
Knot [8], PwC [9], MarketUs [16]), in which the authors
aim to assess overall market growth and identify e-
commerce trends.
The second block is devoted to digital marketing
strategies and consumer behavior. Huwaida L. A.,
Yunanto R. A., and Firmansyah D. [7] examine Gen Z in
Indonesia, revealing a scientific gap in narrow fashion
niches. Gomes M. A., Marques S., and Dias Á. [11]
analyze the influence of perceived expertise and
perceived attractiveness of influencers on consumer
intentions in fashion. Ologunebi J. [12] describes
Primark’s (UK) retention strategies, identifying a
scientific gap in the application of these methods to
high-value categories. Bubphapant J. and Brandão A.
[13] provide a systematic review of content marketing,
emphasizing the lack of research in the wedding
segment; the objective is to formulate a research
agenda, the novelty is the classification of ROI models
(AHIFF, Content Marketing ROI), the hypothesis is that
storytelling enhances engagement more effectively than
product-oriented content, and the methodology is a
PRISMA review of articles (2010
–
2023). Kapitan S.,
Kennedy K. M., and Berthon P. [14] consider authenticity
in influencer marketing. Asmare A. and Zewdie S. [15]
systematically review omnichannel retailing, noting the
absence of bridal cases.
The third block covers technological innovations and
sustainable development in fashion. Roszko-Wójtowicz
E., Lewandowska-Gwarda K., and Komar R. [1] focus on
innovations
in
e-commerce
and
sustainable
consumption in the EU, noting a research gap specific to
the bridal segment. Their aim is to identify the impact of
AR/VR and mobile applications on environmentally
conscious choices. Ul Amin N. and Khan M.A. [2] develop
a DC
–
Innovation
–
Performance model, highlighting a
lack of application to bridal. Their objective is to
demonstrate the role of dynamic capabilities in digital
transformation. Mohiuddin Babu M., Hoque M. E., and
Mollah M. B. [3] investigate AI in agile fashion, pointing
out the absence of details on bridal use cases.
Dovalienė
A. and Salciute L. [4] examine circular fashion and
readiness for online rental, revealing a gap in the bridal
context; their goal is to determine the determinants of
willingness to rent (perceived value, environmental
concern, social norms). Shin E., Kim S., and Koh A.R. [10]
analyse satisfaction through clothing utilisation via AI-
driven curation, without addressing bridal issues; their
purpose is to assess the influence of AI
recommendations on garment use and environmental
impact.
Thus, despite numerous studies in related fields, the
market for digital technologies and online platforms for
promoting and selling wedding dresses remains
underexplored. The literature shows the following
principal contradictions and insufficiently covered
issues. First, macro-level works [1, 6] offer generalized
forecasts for the fashion market but do not consider the
specific features of the bridal dress market. Niche
studies [7, 14] focus on the behaviour of individual
consumer segments without linking their findings to
macro trends and AR/VR technologies [9], preventing a
holistic understanding for bridal brands. Second,
although AR/VR [9] and AI [3, 10] are mentioned, there
are no concrete cases of virtual fitting rooms or AI
recommendations tailored to wedding gowns, where
precise fitting and an emotional component are crucial.
Furthermore, post-sales services and customization
—
critical for bridal
—
are poorly covered: online fitting
calculators, 3D div scanning, and digital management
of alterations.
Results And Discussion
Contemporary
bridal
consumers
demonstrate
pronounced online activity at all stages of selecting and
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The American Journal of Interdisciplinary Innovations and Research
purchasing a gown [8]. This dictates the need for brands
and retailers to develop not merely separate sales
channels but a holistic omnichannel interaction
strategy: integrating offline and online touchpoints and
ensuring a unified consumer experience. Social media
play a central role in this process: the Instagram,
Pinterest, and, more recently, TikTok platforms have
transformed from mere sources of inspiration into a full-
fledged first point of contact with brands, providing high
audience engagement and generating qualified traffic to
corporate resources [11].
For a clear demonstration of the identified trends,
Figure 1 shows the growth of the global e-commerce
market in the fashion segment.
Fig.1. Global fashion e-commerce market (billion US dollars) (compiled by the author based on the analysis of
[16]).
The effectiveness of social media marketing (SMM) in
the bridal fashion sector is attributable to the
capabilities for targeted promotion of visual content,
the organization of interactive campaigns, and the
building of a community of loyal followers, all of which
collectively contribute to increased conversion rates and
reinforced competitive advantages.
For successful online commerce of wedding dresses,
possessing a proprietary website with a fully functional
e-commerce store or maintaining a well-designed
presence on leading marketplaces is essential. The key
components of effective virtual storefronts are:
•
Premium
visual
content
(high-resolution
photographs, 360° views, video materials) that enables
the most accurate perception of product quality;
•
Detailed textual descriptions encompassing not
only style and material specifications but also
recommendations
on
styling
and
accessory
combinations;
•
Accurate size charts and interactive tools for
self-measurement, which constitute an extremely
important factor in reducing return rates and increasing
customer satisfaction [4];
•
Provision of instant online consultation
(chatbots, video consultations with stylists), as well as a
transparent delivery and return policy, which builds
trust and lowers barriers to purchase;
•
Collection and publication of genuine customer
reviews, serving as social proof of service quality and
enhancing the trust of potential buyers [7]. Figure 2
illustrates the integrated model of a digital strategy for
bridal e-commerce.
0
500
1000
1500
2000
2500
2024
2025
2026
2027
2028
2029
2030
2031
2032
2033
2034
Global fashion e-commerce market
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Fig.2. Integrated Digital Strategy Model for Bridal E-commerce (compiled by the author based on the analysis of
[4, 7,10, 11]).
One significant barrier to transferring the wedding-dress
purchase process into a digital environment is the
inability to perform a traditional in-person fitting,
necessitating alternative ways to simulate the try-on
experience through virtual solutions. Virtual and
augmented reality are intended to bridge this gap by
providing the user with a sense of “trying on” without
visiting a showroom. AR applications enable the selected
dress design to be “worn” on a photograph or, via a
smartphone camera, in real time [9, 10]. Despite existing
challenges
—
such as development costs, the need to
ensure compatibility across various devices, and end-
user
training
—
the
implementation
of
these
technologies shows considerable potential: virtual try-
ons increase conversion rates and reduce return rates
[12]. Additionally, VR solutions based on headsets can
simulate visits to bridal salons or presentations of new
collections, strengthening the emotional connection
between client and brand.
Machine learning algorithms process data on past views,
social-media interactions, and the results of surveys and
quizzes, using a personalized recommendation
algorithm that increases the likelihood of selection and
purchase [10]. Furthermore, AI chatbots operate around
the clock, utilizing a natural-language-processing
algorithm to respond instantly to common inquiries,
redirect clients to appropriate specialists, and maintain
communication at all stages of the transaction, thereby
improving service efficiency and customer satisfaction.
Creating high-quality, expert content that addresses the
key questions of the target audience represents a long-
term investment in organic-traffic growth and the
establishment of a credible brand image. Such content
may include analytical publications on current bridal-
fashion trends, detailed guides to choosing silhouettes
and fabrics, instructional video tutorials, and style
recommendations. Optimizing this content for relevant
bridal search queries helps improve rankings in search-
engine results and attract targeted visitors to the
website [13]. Regular updates and the ongoing
modernization of materials reinforce SEO metrics and
assist in retaining an audience interested in professional,
useful content.
Collaboration with well-known wedding bloggers,
stylists, and opinion leaders plays a crucial role in
building trust in the brand and expanding its awareness.
Authentic reviews, demonstrations
of “real
-life
experience,” and native recommendations made on
social media significantly influence purchasing decisions,
as the audience places great importance on the opinions
of those who have already used the service or purchased
the product [11, 14]. Long-term partnerships with
influencers allow for the creation of exclusive content
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and the organization of joint promotions and contests,
which not only increase reach but also help strengthen
the emotional bond between the brand and its potential
clientele.
Table 1 presents a comparison of effective social-media
platforms for promoting wedding dresses.
Table 1. Comparison of the effectiveness of social media platforms for promoting wedding dresses (compiled by
the author based on the analysis [7, 8, 9, 11,14]).
Platform
Primary
Audience
Content Type
Key Benefits for
Wedding Brands
Limitations/Challenges
Millennials and
Generation Z
(25–44)
High-quality
photos, Stories,
Reels, IGTV
Visual appeal; extensive
reach; precise targeting;
shopping tags
High competition; constant
posting required
Primarily
women (25–54)
Images (ideas,
inspiration),
infographics
Source of inspiration for
brides; long-term
visibility of pins; website
traffic
Lower interactivity; focus on
planning rather than direct
purchase
TikTok
Generation Z
and young
millennials
Short videos,
challenges, trends
High virality; creative
format; reach among a
young audience
Rapidly changing trends;
specific content format
Broad audience
(25–55+)
Diverse formats
(text, photos,
videos, groups)
Wide reach; interest-
based groups (e.g.,
brides); retargeting;
advertising
Declining organic reach; ageing
audience
Analysis of the obtained information demonstrates that
digital technologies and online platforms have evolved
from
supplementary
tools
into
fundamental
components of marketing strategies and wedding dress
sales. Nevertheless, achieving high effectiveness in their
use requires not a mere formal presence in the digital
space, but a thorough investigation of product features,
motivations and psychographic characteristics of
potential consumers, as well as detailed knowledge of
the capabilities and limitations of each individual
channel.
Although the use of online channels offers clear
advantages, including expanded geographic reach, the
potential for deep personalization of offerings, and
prospects for reducing certain operational costs,
challenges remain. The foremost among these is
overcoming the so-
called “sensory gap” —
the inability
to physically assess the material’s texture, the quality of
tailoring, and the garment’s fit. Although augmented
reality (AR) and virtual reality (VR) technologies partially
mitigate this drawback, their mass adoption and the
accuracy of virtual fittings have not yet reached a level
that could completely eliminate the need for in-person
fittings for all segments of brides.
The combination of online and offline channels of
communication with clients (omnichannel) is considered
the most promising and sustainable approach. In this
context, digital solutions, and in particular customer
relationship management (CRM) systems, perform a key
function in monitoring the entire customer journey,
encompassing various touchpoints and ensuring a
holistic, coherent interaction experience with the brand,
provided that appropriate methods and approaches for
data
integration
and
user segmentation are
implemented.
CONCLUSION
The study demonstrates the pivotal and rapidly
increasing importance of digital technologies and
Internet platforms in the promotion and sale of bridal
gowns. As a result of analyzing academic publications
and empirical market data, a systematic classification of
the principal methodological approaches employed in
this sector was developed. The identified strategies
include:
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• targeted use of social media for visual marketing and
enhancement of target-audience engagement;
• creation of multifunctional e
-commerce platforms
emphasizing high-quality content and exceptional
customer service;
• gradual yet sustained adoption of immersive
technologies (AR/VR) to virtualize the bridal gown fitting
process;
• application of artificial intelligence algorithms to
achieve deep personalization of recommendations and
optimization of the user experience;
• active deployment of content marketing, SEO
optimization, and influencer-marketing tools.
The success of brands in the contemporary bridal-gown
market is closely tied to their ability to integrate digital
technologies effectively across all operational domains.
Promising avenues for further research may include in-
depth investigation of cross-cultural factors influencing
the effectiveness of digital strategies in different
regional contexts; quantitative evaluation of return on
investment (ROI) from deploying capital-intensive
technologies (AR/VR); and analysis of the ethical and
legal implications of using artificial intelligence and big
data within the bridal industry.
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