VOW'D Stylist Training (In Review)

Stylist Training

Welcome to the #VowdCrowd!! Let’s take a look at your week!!

Day 1 ● ● ●

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Welcome to the VOW’D Crowd VOW’D Brand Book Review ○ Store Tour & Dress Layout ○ Personal Belongings Area ○ Download Storeforce App Workday PCI Training SOFG, Inc. & VOW’D - Who We Are ○ Culture ○ Welcome Video ○ Our Mission, Core Values, Five Keys to Success Inverted Pyramid, 10 Principles of a Great Leader, Company Goals Giveback Our Service Promise ○ Guest Rules Introduction to Voice of the Guest (VOG) Dress Try-On!!

Day 2 ● ● ● ● ●

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Review of the Bridal Industry What makes VOW’D Stand Out, For Good?

Employee Promise Dress Code Being a VOW’D Stylist ○ Tone & Language ○ Expectations of a VOW’D Stylist What we offer ○ Our Services Voice of the Guest VOG ○ The First Impression ○ The Welcome/Greeting Dress Try-On!!

Day 3 ●

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Product Knowledge ○ Fabrications ○ Garment Details ○ Sleeves ○ Veils Voice of the Guest - VOG ○ Brand Experience ■ Starting an Appointment ■ Setting Expectations during the Appointment ○ Brand Experience & Stylist Interaction ○ Service in Appointment & Fitting Room Pinning & Fitting Choosing the right size How to measure Alterations ○ Bustling

Day 4 ● ● ● ● ● ●

The Finale Voice of the Guest - VOG ○ Checkout/Wrap Up Post Appointment Overview of how our Bride’s schedule an appointment Partner Up!! ○ Meet the Bride Scenarios/Role Plays Last Try-On Session!!

Day 5 ● ● ● ●

Cue the CONFETTI - Graduation Partner Up!! - Pair up with a teammate and catch them in action!! Watch them beginning to end of a Bridal Appointment Next, it’s your turn to lead the Bridal Appointment from beginning to end Yasssss to the JOB!! LinkedIn Post #VowdCrowd

Hi! We launched Vow’d in the summer of 2020 with one simple idea -

Be a different kind of wedding brand.

We knew that brides deserved better, that our neighborhoods deserved better, and that our industry could do better. That tagline has helped inform everything you are about to learn about Vow’d and continues to guide us on the journey.

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But where does being different begin?

For us, it starts with you.

You have been chosen because you are unique. You have a heart for service, are passionate and driven, and you love love. We only hire the best, so that means you’re the best. We’re honored to have you here, and we can’t wait to see what you do next.

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CUE THE CONFETTI

#VowdCrowd

Day 1 - 4 Hours ● ● ●

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Welcome to the VOW’D Crowd VOW’D Brand Book 30 mins Review 20 mins ○ Store Tour & Dress Layout ○ Personal Belongings Area ○ Download Storeforce App Workday PCI Training 10 mins SOFG, Inc. & VOW’D - Who We Are 30 mins ○ Culture ○ Welcome Video ○ Our Mission, Core Values, Five Keys to Success Inverted Pyramid, 10 Principles of a Great Leader, Goals Giveback 15 mins Our Service Promise 40 mins ○ Guest Rules Introduction to Voice of the Guest (VOG) 40 mins Dress Try-On!!

40 mins

NOTES:

Insert Brand Book Workday (Already course within Workday)

Review:

Store Tour/Dress Layout Personal Belongings Area Download Store Force App

Insert Workday PCI Training (Already course within Workday)

OUR HISTORY

Vow’d is just one part of a larger family of brands, collectively Stand Out For Good, Inc. Founded by Aaron Walters and Brian Mason in 2009, the company has grown from their flagship brand Altar’d State to include a mix of specialty brands covering a variety of life stages and lifestyles.

The company was founded on the belief that retail has the power to change the world for good. To honor this, all brands have a giveback component to their mission and are centered on building a better community through service.

Insert Welcome Video Here

OUR BRANDS Altar’d State Founded in 2009, Altar’d State has grown to include 120+ stores nationwide and delivers a unique shopping experience full of fashion, faith & giving back.

For women 16+.

Arula Founded in 2016, Arula is raising the bar on the mid & plus size shopping experience, celebrating what makes each guest unique. For women sizes 10-24.

Vow’d Founded in 2020, Vow’d is a different kind of wedding brand. We believe every bride deserves a one-of-kind shopping experience, and a dress that’s beautifully crafted at an honest price. For brides everywhere.

Tullabee Founded in Spring 2022, Tullabee is a children’s concept, focused on serving the needs and tastes of young mothers who value experience over convenience. For babies and toddlers.

AS Revival Launched in Summer 2022, AS Revival is an athleisure concept devoted to inspiring physical, mental and spiritual growth. An activewear brand for every woman.

OUR MISSION

Create a world where relationships are celebrated and enrich the lives of all who encounter Vow’d.

OUR MOTTO

Deliver the unimagined wedding experience.

Company Goals 1. Top 10 Great Place to Work 2. Best Specialty Retailer in North America 3. Best Giveback Company in the World

Insert Giveback/Video Info Here

OUR SERVICE PROMISE

We are the enthusiastic host.

We make each interaction personal, unencumbered, and memorable - We create one-of-a-kind experiences.

Our doors are open to anyone in need of celebration.

When it comes to setting the new standard For wedding service - there are no rules .

5 STEPS OF SERVICE This goes beyond our 4-walls to the way we treat everyone who encounters our brand. From an Instagram message to a guest service inquiry to a bride entering our doors.

1. Prepare their arrival.

2. A sincere greeting - Introduce yourself & use their name.

3. Genuinely listen & engage.

4. Create a joyful & personal goodbye.

5. Reconnect throughout their journey.

THE GUEST RULES A Vow’d guest is any internal or external human being that we interact with.

We’ve created a list of 14 simple to follow rules to help improve our mindset and approach to the guest.

1. Guest services is not a department

Guest experience is the responsibility of EVERYONE in our company. It is YOUR responsibility! Every associate, every store team, every Home Office department is responsible for providing our guests a genuine experience that shows how much we care.

2. Not no, but NO problem

In interactions with the guest, find a way to say “no problem”. Overcome challenges. Find solutions. Make the extra effort. If you have the mindset that your guest’s happiness is the #1 priority, you will figure out how to satisfy the guest, every day, and in every way.

3. Expect more, get more

Our guests expect a lot from Vow’d, from you and team. People tend to give what they are expected to give, so expect the from from everyone, and you shall receive it. Setting high expectations will not cost the company one cent. Hold yourself and your teams accountable to do their best in their personal and professional lives. Never lower your expectations. Our guests have high expectations, Vow’d has high expectations, and so should you.

4. Curtain’s up

Begin each workday as if you are stepping onstage to perform the show of your life. What is the perfect experience for a guest visiting your store or office? If you are upbeat and positive, the guest will feel that. Make eye contact, offer a friendly smile, and engage her with a warm greeting.

Avoid anything that tells her you don’t want to be interrupted, like tasking in a store or wearing earbuds in the home office. Ensure the environment is a place of refuge. What does she see, what does she hear, what does she smell, what does she feel? Curtain’s up. Are you stage ready?

5. Surprise and Delight Every time a guest meets you, it is a moment of truth. Your reputation is is about to get better or worse, aas is the company’s. Find a way to make her feel happy and special. Do something that will surprise and delight her. If you do this, that moment of truth will make the guest look forward to coming back. How can you go above and beyond, and do something special? If you do this, your “brand” will grow in value.

6. Look and act like a professional People will make assumptions about you in the first few seconds they spend with you. Look sharp, with the appropriate body language (alert, attentive, energetic, and eager to serve). Bring a positive, can-do attitude to your work. Show up on time and ready to go. There will be times you need to dig in and go the extra mile to get the job done, but that’s no problem. You are a professional, and you will figure out how to deliver to your guest.

7. The triple crown of guest service The Triple Crown of guest service is having a great skill set, an “I will do what is needed” attitude, and an amazing passion for your work. Having the skill to do the job is not enough. You need to care deeply and be committed to doing whatever it takes. You need to take the stairs and not the elevator. Hard work works. You need the right attitude and passion to provide the best guest experience imaginable. As Henry Ford said, Whether you think you can or think you can’t, you’re right! Attitude and passion trump skill set. After all, you can teach skill set. You can’t teach Attitude and passion.

8. Like your mom said, do your best The people that are the greatest at anything never stop searching for ways to improve. Constantly look for ways to do it better than you did it today. leave it better than you found it. Imagine what a great experience you could deliver if everyone in your store, in your division, in the entire company was in the habit of gathering and spreading good ideas to constantly improve performance. Challenge yourself and your team to generate ideas for how to improve. Ask, why we do it this way? What would be a better way? What do our guests like most about the way things are done? What do they not like? It’s more fun and rewarding to do your best, so there’s no good reason not to!

9. Know the truth and nothing but the truth

It’s critical to know the truth about how you are doing. The truth is what the guest genuinely feels. It is not what you think or feel. Be humble. The only way to find out the truth is to ask the guest questions designed to get at the truth. For example - “What can I do better?”, “What did I do that you didn’t particularly like?” or “How can I improve your guest experience?” Commit to developing an approach for getting feedback from your guests on a regular basis. You are doing a good job only if your guest believes you are doing a good job.

10. Is ASAP your standard guideline?

People want what the want, and they want it now, hassle-free. When it comes to taking care of your guest. As soon as possible should be your standard timeline. When your guest wants help, make yourself available ASAP. Be resourceful and responsive. Collaborate brainstorm with your team on how to do things faster, sooner, earlier.

11. Be a giver, not a taker Studies have found that people who serve others are healthier, happier, and live longer. Giving off yourself to a guest, even something as small as a friendly smile, will leave her feeling positive about you, and you will feel better about yourself. Not to mention, it’s the right thing to do. Be a giver, not a taker. It’s not right to allow takers to take and require the givers to carry the full burden. “Ask not what your country can do for you, but what you can do for your country.” - JFK. Replace “country” with another word (say, company, or family) and this still rings true.

12. Don’t get bored with the basics Delivering a great guest experience requires doing the basics right. It’s human nature to start ignoring the little things when you are busy or when things are going well. Focus on what matters. Be consistent. Walk your area of responsibility every day and make note of every detail that is not quite right. Immediately set about making needed corrections. Use tools like a checklist to help you keep track. The fancy stuff doesn’t matter if you don’t get the basics right.

13. Does it pass the tug test?

Backbiting is talking negatively about a guest if they are not present.

Wouldn’t it be great to work where there is not backbiting and not gossip?

If so, commit to using the TUG Test! Is it TRUE? Is it USEFUL? Is it GOOD? If something is not TUG, stand up against it. Don’t indulge in petty gossip, whine when things don’t go your way, or complain about workplace snafus. Openly share your point of view before a decision is made by someone else, but once it’s made, grab onto it and prove the decisionmaker right. Stand Out, for TUG!

14. Own it When your guest has a problem, make it your problem. Take Responsibility. Don’t make excuses (the guest doesn’t care). Own it, and try to come up with a quick, easy solution. If you can’t, ask if you can work on the problem itself that drives guests away, it’s how poorly you resolve the problem and how slowly you resolve it. Success is a choice.

Make it right for your guest and you will earn her loyalty.

Stand out with #VowdCrowd You own your journey from the minute you say “YES” to Vow’d. These personal statements are a reflection to your promise & purpose within our brand.

1. I build strong relationships, creating Vow’d fans for life.

2. I control my impact on the world.

3. I see every interaction as an opportunity for innovation.

4. I create an inclusive work environment.

5. I enrich the lives of everyone I encounter.

6. I am empowered to create unique and memorable experiences.

7. I seek opportunities to continuously learn and grow.

8. I am proud of my appearance, language, and behavior.

9. I have an improvisational mindset, it is never “No”, it is “Yes, and”

SERVE HER BETTER

When it comes to shopping for her wedding, there are endless options for the dress. From high to low, she can find a lot to love both locally and online. What sets us apart is not our product assortment, but rather our unwavering dedication to the guest experience.

We cannot win her over with just a pretty dress.

There is no one-size-fits-all recipe for the level of service we provide our guests - though we’ve certainly learned a thing or two along the way. It isn’t about tools, or promotions, or champagne (usually). Instead, it is you and your ability to personalize the experience that will move it from ordinary to extraordinary!

It’s all about connection and making every day a confetti day.

VOICE OF THE GUEST Our confetti moments are certainly worth celebrating, but they’re just one patch on the intricate quilt that is the voice of our guest. She is constantly providing us with rich and meaningful feedback, both good and not so good, to help us serve her better.

Instead of fighting against the guest, we strive to always accept her feedback warmly, openly and honestly. The goal is to handle it immediately with grace and a smile.

Feedback is a tool for continual improvement.

Ways to listen to the guest…

Mystery Shops To provide the store team with objective and honest feedback we work with a third-party provider on mystery shops in every store. These monthly shops provide a glimpse into your bride’s experience and help educate your team on ways to improve your service habits. We’ll cover more on this a little later in your training.

Google Reviews You will actively seek reviews from brides who convert in-store through follow-up, but we also see brides proactively reviewing your store on their own. These reviews give potential guests a snapshot of what to expect when they visit your unique store.

One Thing Better Survey As a post-purchase follow-up, we’ve included a simple one question Survey that is sent via email to all converted brides (online and in-store).

The question - What’s one thing we could do better? Their incentive to Complete the survey is a chance to win a $100 Visa gift card.

Seasonal Feedback In addition to the One Thing Better Survey, we often send longer surveys to our guests on a wide range of topics - bridesmaids, accessories, service, etc. This gives us even deeper insight into what is or isn’t working for our business. Their incentive to complete these surveys includes a prize that ranges from $100-500 in Vow’d credit or Visa gift cards.

Internal Surveys You’re our guest too and on the frontlines with our bride! We regularly survey our teams internally for insights on everything from marketing to events to products. You have an important voice in how we build our brand.

End of Day 1

Now that you’ve learned a little about what makes Vow’d so special, let’s have some FUN!!

It’s your turn to step into her shoes & try-on our Top 10 Dresses!

Day 2

Stylist Training

Day 2 - 4 Hours ● ● ● ● ●

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Review of the Bridal Industry What makes VOW’D Stand Out, For Good?

Employee Promise Dress Code Being a VOW’D Stylist ○ Tone & Language ○ Expectations of a VOW’D Stylist What we offer ○ Our Services Voice of the Guest VOG ○ The First Impression ○ The Welcome/Greeting Dress Try-On!!

NOTES:

10 mins 2 mins 10 mins 15 mins 40 mins

25 mins 60 mins

40 mins

Day 2

Now that you’ve learned who we are & what we stand for, let’s take a look at the bridal industry & how we Stand Out to give her the best guest experience that she will remember for a lifetime.

INDUSTRY AT A GLANCE The Opportunity Over 2 million couples get married in the USA Each year. Generating over $60B in revenue.

Current Market 6,400 wedding dress businesses Market Share 28% David’s Bridal 70% Independent Bridal Boutiques Pricing Model Average cost + alterations = $1750 David’s Bridal avg. = $1500 Boutiques avg. = $2500 Vow’d avg. = $1200 Product Positioning Boutiques place one-off- orders that lead to high Mark-ups and long lead times.

Vow’d stocks inventory in sizes 0-24W, passing our Volume discount onto our brides.

THE PROBLEM The wedding industry has remained largely unchanged for the last 70 years.

It consists of a fragmented collection of independent retailers with inflated prices and stagnant inventory. There is currently no national boutique chain to fill the void between the discount offerings at David’s Bridal and the high markups at premium stores.

THE SOLUTION Vow’d is removing the velvet rope.

Brides deserve a better wedding shopping experience, one that aligns with how she lives and shops every day.

Them ● ● ● ● ● ● ● ●

By appointment only Dresses arrive in 6-8 months One-size fits all service Local but not localized Charge for cancellations One size to try-on Brick-and-mortar options only No pricing or product information available online

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Weekday walk-ins encouraged In stock dresses arrive in 5-7 days Personalized service Giveback culture Free appointments Multiple sizes to try-on Shop online or in-store Transparent pricing & product information

THE CUSTOMER JOURNEY The guest’s journey is as unique as her love story.

Instead of dictating her options, we encourage our bride to explore and discover Vow’d however it suit her. This methodology is why we do not offer individual bonuses or incentives. The entire company is measured against our goals and we succeed or fail together.

It does not matter how she gets here, we’re just glad she came!

DESIGNED TO CELEBRATE A shopping experience that’s uncomplicated and fun.

For too long the wedding industry has pressured brides to choose between a locked door session in a stuffy boutique or an overly stuffed warehouse that’s unwelcoming to say the least.

Our stores break the mold.

THE AESTHETIC Our stores are a manifestation of our desire to build relationships - each location is unique, but rooted in celebration, joy and authenticity.

Unlike a traditional bridal boutique, we do not prescribe to a single archetype, and instead are creating a completely unique experience.

Every aspect of the journey reinforces both the emotional fun of exploring the gowns, while leaving room for conversation and discovery. A communal space for all to enjoy.

THE PERFECT VOW’D LOCATION ● ● ● ● ●

4,000-8,000 square feet Where she works and plays Close to other bridal options in her city Local vs. chains Instagram-worthy murals or landmarks nearby

These are just a few of the things that make each of our Vow’d locations so special.

THE FEEL When you walk into our stores it’s like walking into a hug!

You’re greeted warmly, hear happy songs overhead and smell a sweet perfume in the air. This ambiance creates an instantly relaxing space for an anxious bride and lifts the spirits of her appointment-worn guests.

Your job is to make sure her instant connection with our space extends into a personal connection. We’ve set the tone, it’s your responsibility to set the mood.

OUR FUTURE

We’re building a pink-tinted world.

Since opening our doors in the summer of 2020 we’ve seen our brand awareness grow with each new market we enter - The bride is happy we came!

You have an opportunity to grow your career and build something with lasting impact on our guests’ lives.

Service Without Walls We’re on the lookout for ways to add additional services for the bride both online in-store. That could look like pop-up shops, event rentals, dress resale, experience packages, and so much more.

Training and Development We’re investing in our teams with ongoing improvements to our training programs and continual learning for the internal guest. We want to help make you an even better you.

Beyond the Dress As we grow, our buying power grows too, giving us further opportunity to expand into new product categories for the entire bridal party. We won’t stop at wedding dresses and bridesmaids!

Through your passion for service, and drive to innovate and celebrate her, we will become the wedding industry leader in…well just about everything.

Employee Promise At Vow’d Weddings, our people are our most valuable asset.

We celebrate each employee’s unique contributions by fostering a work environment where entrepreneurial ambition is encouraged, creative aspirations are fulfilled, and inclusivity is nurtured.

Employees should feel confident in bringing their whole self to work, understanding that their investment drives opportunity.

DRESS CODE Our goal is for our brides and her guests to feel welcome and excited to shop at Vow’d. We aim to be her #1 choice when it comes to making one of her most meaningful purchases of her life. How we present ourselves will have a lasting impression on her overall experience with us.

This means finding the right blend of polish and approachability when getting dressed. She is looking to you for style advice - do you look the part?

Your Workday First consider the variety of actions you will be doing through your workday: ● ● ● ● ●

Creating first impressions and building stamina on your feet.

Bending to fluff a skirt or smooth the train - in front of an audience.

Carefully zipping up delicate fabric and helping her in and out of dresses.

Simultaneously lifting heavy dresses and answering product questions.

Tossing confetti to celebrate the bride!

General Guidelines ● ● ● ● ● ● ●

Be close-up ready. Maintain a clean and well-groomed appearance, including hair and nails.

Avoid overpowering perfume or fragrances while maintaining proper personal hygiene.

No outside brands’ logo should be visible on any clothing or accessory.

Apparel should be clean and unwrinkled.

Be mindful of jewelry that may snag dresses (or pinch the bride - ouch!)

Avoid wearing all white - leave that to the bride.

No jeans. Denim jackets and denim blouses may be worn with skirts/dresses.

COLOR PALETTE ● ● ●

As a Vow’d team member, you should be easily recognizable from our external guests.

By incorporating our Vow’d color palette to a black, tan, gray or navy base, you will stand out from the crowd!

Approved colors are: pinks, corals, gold, and reds.

GET INSPIRED! ● ● ● ● ● ●

Try a formula of high + low, elevated + approachable Think business casual Femme skirt + sweater + leather booties Pretty blouse + pants + low heels or ballet flats Dresses + boots Playful patterned jacket + knit tee or blouse + skirt or pants + heels

FOR THE GENTLEMEN ● ● ● ● ●

Non-denim trouser or colored Khaki (no rips, holes or frays, please) Add a button down shirt (short sleeve or long sleeve) + belt Blazers and tailored jackets in Vow’d color palette (nothing too serious/stuffy) Keep patterns fun and playful in Vow’d colors, avoiding overly busy prints Accessories and shoes clean, avoid watches or jewelry that may snag fabrics

When in doubt, ask…

Would I wear this to an interview with Vow’d?

Does my appearance project credibility as a Stylist?

Am I appropriately dressed to meet the bride’s family and friends?

Hot Tip: Did you know that your receive a 50% off discount at Altar’d State and Arula for apparel that you can wear to work? Just present your email address that you applied with to receive this discount and 30% off other purchases (home decor, gifts, etc.)

*Remember: We want to give our guests and brides the best first impression possible. And with that, the way we present ourselves and our appearance weighs heavily on how she sees us. Let’s make sure we give her the experience she deserves!

TONE & LANGUAGE We are fun, friendly, and approachable so the way we converse with the bride should be too!

Instead of using stuffy vocabulary and terminology she won’t understand, we try to make the appointment feel natural and the word we use understandable and relatable. For example, instead of Chapel Train we’d say, “that’s a Midi Train”.

To enhance the conversational style of our styling and service approach we also avoid using the word “No!”. It’s never that we can’t or won’t do something, it’s always what we can and will do instead.

Here are a few examples…

IT’S NOT ● We don’t offer alterations in-house ●

We don’t do custom dresses

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We can’t take walk-ins today

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You just want to try on dresses for fun?

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Thanks, bye

IT IS ● We work with amazing local alterations partners ● We can recommend alterations to help make this dress fit your vision ● I’d be happy to take your number and call if something opens up, or book you for a future date ● We think it’s great you want to get a sense of what you like before booking a future appointment ● Is there anything else I can help you with today?

In addition to learning how to say “no” without saying “no” we also need to be cognoscente of how our words can make a bride feel. She is planning to make one of the biggest purchases of her life with you (monetarily and emotionally) so the words we use to describe her in our dresses is just as important.

Words to avoid when describing a bride in our dresses…

Cute Sweet Precious

She wants to feel…

Ravishing Graceful Gorgeous Charming Alluring Stunning

EXPECTATIONS AS A VOW’D STYLIST

At this point you might be asking yourself, “what is my role as a stylist and how do I play a part in the big picture.” Well, let’s review your role and the expectations of a Vow’d Stylist. ● ●

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You are her cheerleader and her advocate. Don’t forget that we are here for her!

Really listen to her concerns, like and dislikes. Have you ever been shopping and just felt like the brand reps or stylist just wasn't getting it?

Well this is probably because they were not truly engaging with you or listening to your needs.

Tell her she looks stunning, boost her confidence. Wearing a dress, let alone a wedding dress, might be a venture for our brides coming in. So, be her advocate and remember that you are there to make her feel beautiful inside and out!

We are here to bolster and encourage her.

Do not give your negative opinion unless asked by the bride.

Never say the words,”bigger size”...instead say,”better size or more comfortable”.

Do not let your own opinion and style cloud the bride’s vision. Just because we may love a certain dress/style or think she will look amazing in a dress, does not mean it will fit with her vision. Remember this is HER big day and she has envisioned it since she was little. Be there to hold her hand through the experience.

Ask the bride questions about the wedding planning, what she does for fun, etc. Do not solely talk about the dress. Give her a holistic experience and try to get to know her! This will also help guide you through her journey.

People will never remember what you say but they will always remember how you make them feel. The expectation is that every bride leaves here feeling happy, empowered and loved on.

EXPECTATIONS AS A VOW’D STYLIST (cont.) ● ● ●

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Even if the bride does not purchase her dress here she may recommend us to other brides and bridal party’s.

Mention that we have bridesmaid dresses and little white dresses!

Be aware of your body language. Do not look uninterested, disengaged standing in a hostile position. Your arms should never be crossed. You want to have warm and welcoming body language.

When carrying dresses on the hanger, do not drag them!

Clip the bride inside of the dressing room.

Make sure the hang straps are tucked into the dress and not hanging outside the dress. Our dresses are beautiful and we want to showcase them in that same light.

Always carry her train to the podium and fluff out the train.

Each dress the bride tries on, take it off the hanger and place it on the ground so all she has to do is step in.

Take the dresses she has already tried on out of the room and hang them up on the put back rack or keep her favorites hung on the outside of her fitting room.

Remember we do this everyday, for the bride this is a once in a lifetime moment and it is our job to give her that perfect experience she deserves!!!!

If a bride is unsure/feels overwhelmed, always offer to make a follow up appointment. We do not want to ruin her excitement by making her feel anxious or rushed through the experience.

If you have any questions or are unsure about something - ASK! Ask the store leader or senior stylist because we do not want to give the bride the incorrect information. It is ok not to have an answer to every question, but it is not ok to give her an “I don’t know” answer and leave it at that. Just make sure to ask!

If you are feeling stumped about a dress for a bride, ask another stylist for a suggestion! We are a team - we are here for each other!

OUR SERVICES/APPOINTMENTS Your job is the most important in our company because you work directly with our guests every single day. With great power, come great responsibility and it is your responsibility to provide the unimagined wedding experience to every guest who walks through your door.

These training sessions are designed to help you prepare for that responsibility, but above everything else you learn - remember that you are empowered to make her experience one-of-a-kind.

Listen to her, respect her and celebrate her!

One way you can set yourself up for success is to prepare for her arrival. Her experience begins before she walks through our door.

Bridal Appointment - 90 minutes Our most important offering, each bride gets a dedicated stylist to help them narrow down their favorites, offer fit and styling advice, and create a once in a lifetime memory with their closest friends and family.

Bridesmaids Appointment - 60 minutes Meant to be a more casual appointment than the bridal appointment. We recommend keeping this fun and playful. Offer refreshments, group try-on sessions and review all the color and styling opportunities.

Accessories Appointment - 60 minutes Meant for the bride who has already purchased her dress, this appointment allows her to bring her dress in and try a variety of accessory styles to determine the best head-to-toe look for her big day.

2nd Bridal Appointment - 60 minutes (M-F only) If a bride is indecisive after her first appointment, we suggest encouraging her to book a 2nd bridal appointment. Shorter than the 1st, this is an opportunity to try-on her top 2-3 styles and make the final decision!

PRE-APPOINTMENT Each week your store leaders will review the upcoming opportunities and assign stylists to confirm those appointments with the guest. This helps to cut down on the number of no-show appointments and is a way to confirm guest details prior to their arrival.

When a bride fills out her appointment profile online or over the phone with you, she is providing you with a treasure trove of information. Sometimes she’s in a rush to fill out the profile and leaves a few things out. The confirmation process gives us a second chance to capture that information.

You can text, call or email the guest, though we’ve had the greatest success with texting them - no one likes to talk on the phone anymore! Meet her where she’s at through whichever means works best for her.

Confirmation Example - INCOMPLETE INFORMATION: “Hi Lauren, this is Amanda from Vow’d. I’m reaching out to confirm your appointment tomorrow at 1:30pm. Does that still work for you?”

Bride-“YES, this works. I’m EXCITED!” “Wonderful! We’re so excited to meet you! Do you have any images of dresses or styles you’re interested in trying? I would love to share details with your stylist.

Bride-“I love low backs clean & easy” “Gorgeous! You’re going to love our new collection. I’m going to add these notes about your dress inspo for your stylist. Please let me know if you have any questions I can assist you with.”

CONFIRMATION EXAMPLE - COMPLETE INFORMATION: “Hi Annie! This is Emily at Vow’d. I am reaching out to confirm your appointment tomorrow at 10:30am with 5 guests. Does this date and time still work for you?”

Bride-“Yes, we can’t wait! See you there.”

“Wonderful, we are so excited meet you, please let me know if you have any questions at all about the appointment process. Best, Emily.”

OR Bride-“No, I need to cancel. I found my dress somewhere else.”

“I’m happy to cancel this appointment for you! Would you like to reschedule? Is there a day or time that works best for you?”

If she has had a previous appointment with us, use this response…

“I’m happy to cancel this appointment for you. We’re so happy you found your dream dress! Would you be willing to share photos with us? We’re always looking for new styles and you may have discovered a dress we need to add to the collections.”

Once an appointment is confirmed, make sure you review her full booking details before her arrival and prepare a welcoming space for her. ● What are her favorite dresses? Can you select other styles that she might like based off these? ● Review her Pinterest board to get an idea of her wedding style ● Create an “Instagram-able” moment on the sandwich board welcoming her with fun quotes and her name! ● Have refreshments or a sweet treat ready ● Make sure her fitting room is clean of any debris from previous appointments

Voice of the Guest - FIRST IMPRESSION There are many ways we listen to our guests. The First Impression sets the tone for her entire experience. Think back to a time when you first visited your favorite store or the hot new restaurant in town. When you arrived there was there no where to park, UGH! So, you circled the block multiple times and then finally found an empty spot. Crisis averted! Now you’re walking up to the front and the walkway is littered with trash, the flowers outside of the entrance are half dead, you noticed there were several blown light bulbs and the windows were so dirty that you could barely see through them. All of this, and you haven’t even been inside yet. This all adds up to the whole experience, even if you have the most amazing experience while inside, you still will always remember that First Impression you had. So, how does our guest view us in her First Impression?

What does she SEE? What does she SMELL?

What does she HEAR? What does she FEEL?

Let’s look at our Voice of Guest survey. Keep in mind that we have 2 VOG surveys at Vow’d.

One is for guests that have an appointment with us And the second is for our walk-in guests.

VOG - FIRST IMPRESSION (Guest with Appointment) Let’s take a look at Her First Impression on the Voice of the Guest Survey ● Was the store easy to locate? ● Please describe your experience in finding the store. Include notes on parking, convenience and safety. ● Did the front of the store… ○ Look welcoming? ○ Look compelling? ○ Capture your interest? ● Did the store front reflect the brand mission and web experience (do they feel related?) ● Please provide comments on the store appearance and how it did or did not reflect the brand and web experience. ● Did the store front… ○ Look clean and free of debris? ○ Have clean windows? ○ Have a clean entryway? ● Did the exterior plants and/or display look well maintained and compliment the entry? ● Comments on First Impression: Arrival at store: Tell the story of your first impressions upon arriving at the store. Describe what you saw and how you felt. Include positive comments and make sure to explain all no answers.

Our VOG survey for our guest without an appointment looks very similar as well…

VOG - FIRST IMPRESSION (Guest without Appointment)

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Was the store easy to locate?

Please describe your experience in finding the store. Include notes on parking, convenience and safety.

Did the front of the store…Look welcoming? Look compelling? Capture your interest?

Did the store front reflect the brand mission and web experience (do they feel related)?

Please provide comments on the store appearance and how it did or did not reflect the brand and web experience.

Did the storefront…Look clean and free of debris? Have clean windows?

Have a clean entryway?

Did the exterior plants and/or display look well maintained and complement the entry?

Comments on First Impression: Arrival at Store: Tell the story of your first impressions upon arriving at the store. Describe what you saw and how you felt. Include positive comments and make sure to explain all no answers.

Now, let’s look at a few or our guests first impressions and real comments around her experience…

“I parked right on the street. From the street it’s right down a walkway.

Very convenient, there were many spots open at the time I arrived.

There were no spots open when I left. Depending on how busy it is, parking can be hard to find. It is a very safe area, with a lot of crosswalks.”

“The store was in between an alleyway that was well lit and gave off fun vibes. Parking was not specifically designed for Vow’d; however, there were metered spaces around that were free after 5pm. I felt very safe walking to Vow’d as there were many people out and about and it seemed like a very popular area for people to visit at night.”

“The store really reflected the brand appearance displayed online.

Everything online is portrayed as fun, flirty, bubbly, bright and inviting, and the store matched all of these characteristics well.”

“As I walked up, I felt at ease, and the atmosphere was very inviting with the way the storefront was laid out. There was a welcome sign with my name on it outside the store, which added a personalized touch. There was an associate standing behind the front desk who greeted me as soon as I walked in and asked for my name. The was well lit and the dresses appeared to be organized very neatly. The floor was clean and all dressing areas were clean. I was the only group in the store at this time.”

After reading the comments that our brides just left us…ask yourself, What did we nail?

And, what could we have done differently?

Now that we’ve won her over with the best First Impression…what’s next? How do we turn her from a guest to a Vow’d Bride?

Let’s continue on our Voice of the Guest journey with The Welcome and Greeting (The Appointment) The minute our guests walk through the door it’s showtime! She’s been waiting for this moment all her life and you get to be the one to help her find “THE” dress.

Making the magic happen starts with an immediate and friendly greeting -

The Welcome Greeting ● ● ●

Ask “How can I help you today?”

Step out from behind the cash-wrap/counter and move toward them If you’re helping another guest, let them know you’re just finishing up and will be right out to help them

Introduce ● ●

Show genuine excitement that they’re there If you’re not her stylist for the day, let them know who is and that they’ll be right with them

Escort ● ● ●

Show the bride and her party to their viewing space Let them get comfortable Ask “Would you like a refreshment while we get started?”

*If all viewing spaces are taken and you can’t seat them right away, let them know! Invite them to look around or offer another seat in the waiting area. Waiting doesn’t feel so bad if you are sipping on champagne - offer them a beverage while they wait.

We’ve all been there before. We get tied up and too into a task and lose sight of what is happening around us. Always remember to HULA…no, not that HULA! But, HULA…Heads Up, Look Around! What does this mean, though. Simply, always take a second to look up from what you’re doing and survey your surroundings. Is there a guest that might have slipped in while your head was down doing a task? If so, let’s make sure we are still being aware of what is going on around us and ensuring we are giving her the best experience imaginable.

Body Language Your body language plays a huge part in the guests experience. Think back to a time when you were shopping at your favorite boutique, but felt as if the sales staff could care less if you were there or not, and they didn’t even engage with you! Well, body language can make or break her experience.

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Maintain an appropriate level of eye contact with the guest throughout the interaction.

Always use open body language (avoid crossed arms).

Smile in a way that’s natural for you.

Don’t let negative emotions show on your face…even when you’re having a bad day. If you act joyful - you’ll start to feel joyful from the inside out.

Guests will be drawn in by your positive attitude!

Use an even, upbeat tone of voice.

Get to know your Guest ●

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First and foremost, begin every interaction with CONGRATS! This is a very special time and you are helping her with one of the biggest decisions and purchases she will make, and helping her make memories for a lifetime!

Get the story! Ask her about the proposal, the ring, her fiance, the colors she has in mind, etc. This helps in building that connection with the bride.

VOG - WELCOME/GREETING (Guest with Appointment)

Here’s a look at what questions our bride will be asked on the VOG about her Welcome/Greeting experience ● ● ● ● ● ● ● ●

Name of person who greeted you?

Were you greeted warmly within 10 seconds upon entry and was the body language warm and engaging?

Did the greeter further engage with you and determine your needs?

If yes, please include what question they asked and how you responded.

Did you enjoy the music AND was it set at an appropriate volume?

Did you enjoy the store’s scent?

Was the team dressed appropriately to convey credibility as a Wedding Stylist?

Comments on Welcome/Greeting: Tell the story of how you were greeted, including what questions you were asked, if any. Give details on your impression of the music, store scent and how the team was dressed.

Include positive comments and make sure to explain all no answers.

VOG - WELCOME/GREETING (Guest without Appointment)

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Name of the person who greeted you?

Were you greeted warmly within 10 seconds upon entry and was the body language warm and engaging?

Did you enjoy the music AND was it set at an appropriate volume?

Did you enjoy the store’s scent?

Was the team dressed appropriately to convey credibility as a Wedding Stylist?

Comments on Welcome/Greeting: Tell the story of how you were greeted, including what questions you were asked, if any. Give details on your impression of music, store scent, and how the team was dressed. Include positive comments and make sure to explain ALL no answers.

Remember, it’s not about simply getting ALL “Yes” answers and great/positive comments from our brides and guests.

We want to ensure that we give EVERYONE that enters our doors the unimaginable experience that she deserves!

VOG - WELCOME/GREETING GUEST COMMENT “While we waited for my second guest to show up, Sara asked me some personalized questions to make sure she had a good idea of what it was that I was looking for. She also asked for 3 words I would use to describe myself and big day. I felt very at ease with Sara’s demeanor, her personality was perfect for a dress stylist! She walked around and gave me a rundown of where I could find certain dresses, depending on style, cut and shape. She asked for a ball-park range for dress cost and told me all of their dresses fall within my range at their location. Sara let my friends and I wander around and pull out an additional 6 dresses the 4 she had already preselected for me based on my Pinterest board.

The did not have an overly strong scent, but did a slight floral smell as we walked around. The music was a good volume. I didn’t pay much attention to it when I was interacting with Sara, but when I was alone in the dressing room, I could hear it and though it was perfect!

After reading this bride’s comments, Ask yourself…what did we nail?

What could we have done differently?

End of Day 2

Now that you’ve learned all about the…

Dress Code Our Services/Appointments The First Impression The Welcome and Greeting The fun doesn’t have to stop! Pick out a silhouette that you didn’t try on during your first day of training and step into her shoes!

We can’t wait to see what you pick!

Day 3 Stylist Training

Day 3 - 4 Hours ●

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Product Knowledge 60 mins ○ Fabrications ○ Garment Details ○ Sleeves ○ Veils Voice of the Guest - VOG 60 mins ○ Brand Experience ■ Starting an Appointment ■ Setting Expectations during the Appointment ○ Brand Experience & Stylist Interaction ○ Service in Appointment & Fitting Room Pinning & Fitting 30 mins Choosing the right size 20 mins How to measure 20 mins Alterations 30 mins ○ Bustling

NOTES:

PRODUCT KNOWLEDGE Silhouettes A-Line Fitted through the bodice and flowy over the hips Ballgown Fitted through the bodice and full skirt at the bottom Fitted Fitted through the bodice and low hip, without the dramatic flare of the mermaid Mermaid Fitted through the bodice and low hip with dramatic flare under the hip. Also called trumpet Sheath Loose throughout, just skims the body. Also called shift or column

Fabrications Appliques Either pieces of cut out lace patterns of piece of embroidery that is added fabric. Strategically placed to create shape and dimension within the figure Chiffon Lightweight sheer fabric with great drape and highly flowy qualities Crepe Light-weight fabric with a grainy hand feel. Creates great drape and the body helps create intricate seaming seen in more modern designs Stretch Crepe Thicker than normal crepe, typically high stretch capability. Helps provide more coverage than light-weight crepe Embroidery Applied to the top of a fabric using a needle to create a 3D effect. Can be machine created or hand-sewn Jacquard Heavyweight satin or Mikado with a textured finish and shine. Great structure and helps create a tailored look Corded Lace Lace with 3D coding-outlining the pattern of the lace Chantilly Lace Dainty lace with small stitches creating the pattern of the lace Crochet Lace A thicker lace with visible stitches that create the pattern of the lace

Graphic Lace Lace that has large patterns, typically chemically made (man-made) with less stretch Mikado Heavier weight shiny fabric with a textured hand. Like the structure of taffeta but has a more textured feel Satin Shiny fabric with a glossy top surface and dull back. Creates a beautiful drape and provides a sexier feeling garment Taffeta A structured, shiny fabric. A more traditional fabrication with little stretch that creates a very tailored look Tulle Sheer, lightweight netting. Helps create frothy romantic aesthetic and when layered provides more coverage

Garment Details Bodice Top portion of the dress that runs from shoulder to waist Boning Pieces of flexible plastic sewn into the bodice of a garment to provide additional structure and fit Bust Cups Cups sewn into the bodice of a garment for support and coverage. May be sewn between the layers of fabric or tacked on to the inside of a garment Crinoline/Petticoat Stiff underskirt added underneath an A-line or Ballgown to help hold the size and shape of the skirt Darts V-shaped seams sewn into the garment for a more tailored fit over the bust Godets Triangular pieces of material sewn into a skirt adding volume and a flared effect Hook and Eye Closure that is a small hook on one side and a loop (eye) made of one fabric or metal on the other Horsehair Thick net that can be inserted into the hem of a fabric to give the skirt a stiffer edge

Illusion Sheer tulle fabric meant to blend against the skin. This helps to provide additional support with plunge or complicated necklines Keyhole Back detail that connects at the back neck and leaves a ‘hole’ above the back zipper Princess Seam A shaped seam that runs over the fullest part of the body (bust and/or abdomen) that provides additional tailoring to a garment

Sleeves Bishop Full length sleeve that is fitted or semi fitted near the elbow then opens wider towards the wrist. Typically has a cuff with buttons or elastic at the wrist.

Cap Short sleeve that just covers the shoulder and usually ends before or just under the arm. Flutter - short, loose-fitting sleeve that falls in soft folds over the upper arm Juliet Long sleeve that is puffed at the top and tapers down to a tight fit at the wrist Kimono Wide, long and loose sleeve Off-the-shoulder Sits below the shoulder bone Petal Set in the upper part of the armhole and placed to look like petals on the shoulder Puffed Short, gathered puffs of fabric

Veils Fingertip Short veil that ends at your fingertips Floor/Chapel Length Longer veil that skims the floor and can extend 6-12” past the hem Cathedral Long veil that extends beyond the train of the dress Birdcage Short veil that covers part of the face

Voice of the Guest - BRAND EXPERIENCE

Remember, our motto is to give her the unimagined wedding experience. But, how do we do that? You’ve nailed the First Impression and the Welcome/Greeting, let’s look at a crucial piece of her journey with Vow’d - the Brand Experience.

BRAND EXPERIENCE

Let’s put ourselves into her shoes for a moment. You’re newly engaged and beginning the planning process of your upcoming wedding. You’ve looked forward to this day your entire life and have envisioned THE dress since you were little. You’ve made the appointment to begin the hunt for just that dress and have your vision in hand, ready to give to the stylist at the bridal boutique.

You arrive to the boutique so excited to begin this step in your wedding journey, but that excitement soon turns to anxiety. The boutique was overwhelming, cluttered and could use a good dusting. The stylist seemed less than thrilled that you were there, but you shake that off - maybe she was having a bad day. You felt like she barely listened to you when you were giving her your vision of THE dress and based on what she pulled for you, you realize that she didn’t hear you at all.

One of the most exciting and special times has turned into you just wishing for this day to be over. This is NOT how we want our guests to feel. We want her to feel like the bride she has always dreamed of!

Let’s take a peek at how Vow’d goes above and beyond to give her and exceptional experience!

STARTING AN APPOINTMENT It’s a beautiful Saturday morning, right in the middle of your busy season. Your store leader is about to open the front door for today’s business. Ok, GO!!!

Wait…what? How am I supposed to do this?? Don’t worry, we’ve got you covered! Let’s go over what Starting an Appointment with a bride looks like and how to give her the unimagined bridal experience. *If the bride has written down any dresses she likes in her appointment notes, prepull those and have them in her dressing room waiting on her arrival* ● ● ● ● ●

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Greet any guest that walks in the door within 10 seconds.

Ask them if they have an appointment with us.

Greet your party and ask them if they would like any water or champagne.

Show them to their sitting area.

Introduce yourself to your bride and her party. Make sure to use your bride’s name when introducing yourself ○ “Hi Sara, my name is Hope and I am going to be your stylist today!

First and foremost I wanted to congratulate you on your engagement!!”

Be genuinely cheerful and have a smile on your face. You are there to make her day!

Ask who is joining her today and introduce yourself to the party as well ○ “Who do we have joining us today?”

Ask the bride questions about herself/fiance/engagement/wedding ○ “What is your fiance’s name?” ○ “How did you two meet?” ○ “How did they propose to you?” ○ “Let’s see the ring!” ○ “What is the date of your wedding?” ○ “Have you picked a venue?”

STARTING AN APPOINTMENT (cont.) ● ● ● ● ● ● ●

Ask the bride if she has tried on dresses before.

If she has tried on dresses before ask if she has any pictures of the dresses she loved!

If this is her first time trying on dresses, ask is she has any inspo pics.

Ask what kind of silhouette she likes, how she feels about glitter/lace/etc. (or confirm what you learned in her notes from booking appointment).

Ask her if she has a budget she would like us to be mindful of.

Ask the bride how she found Vow’d.

While the bride is in the fitting room feel free to ask her questions like “How is the wedding planning going? Are you planning on going on a honeymoon? What did you do for your first date?” etc.

SETTING EXPECTATIONS FOR THE APPOINTMENT Keep the bride in the know through the whole experience. That way she feels comfortable for what to expect throughout the entire appointment. ●

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Explain that we will take a walk around the store and pull about 6 dresses to start and we will add more once we find what style she is liking (you would also at this time let her know you have a few dresses for her based on her suggestions and comments from appointment booking).

Explain each are of the store - Glitz and Glam, Clean and Classic, Boho.

Explain that once we have narrowed down her top dresses that is when we will try on veils, accessories, etc.

Explain that before we pull dresses or try on any dresses we are going to take her measurements to best determine size to order to fit her best.

Let her guests know that they are free to look at dresses but to let the stylist pull the dresses. If the group keeps insisting that the bride try on more dresses/dresses she doesn’t like - a good way to politely stop them is by saying “she has some amazing dresses to try on. We don’t want to overwhelm her or give her decision fatigue. Let’s finish trying on the dresses we have and then we will reevaluate.” It’s best to not have the guests look and pull so at this point let’s politely let the group know that they will remain in seats and the stylist will walk with the bride to select a few more to add to the ones you have prepulled.

Ask who in the group is taking pictures of the bride in the dresses ○ “Who is our photographer in the group? I find it best to show her pictures of herself in the dress while she is still in it because it helps her remember the dress and you want to love the way the dress looks in photos.”

Stylist: Be mindful of timing because we have to stick to our schedule but don’t make the bride feel rushed.

So, what does the VOG look like at this step in her journey…below you will see what is included on the Brand Experience/Stylist Interaction piece on theVOG. VOG - BRAND EXPERIENCE/STYLIST INTERACTION (Guest with Appointment)

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Were you introduced to your Stylist or did he/she introduce themselves?

Did the Stylist show interest in everyone who arrived with you for the appointments, with a sincere, natural approach? (Select NA if shopping alone) Did the stylist… Guide you to a clean and welcoming fitting room and viewing area? Accommodate seating? Offer refreshments?

Did the Stylist ask how you learned about Vow’d (or competitor store)?

Did the Stylist take time to ask questions to get to know you, your vision for your event, referencing your booking details and if applicable, Pinterest boards?

If yes, please explain what questions were asked and how you responded.

Did the Stylist explain the appointment process?

Did the Stylist show you pre-selected items in your room?

Did the Stylist guide you through the dress section and explain how styles may benefit you?

Comments on Intro to Appointment: Tell the story of how the Stylist introduced themselves and welcomed your guests, including any questions asked to assess your needs and how you responded. Include positive comments and make sure to explain all no answers.

VOG - BRAND EXPERIENCE/STYLIST INTERACTION (Guest without Appointment)

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Was the Stylist attending to another bride?

Did the Stylist introduce themselves?

Did the Stylist show interest in learning about the purpose of your visit?

If the Stylist was attending another bride, did they invite you to look around?

Did a Stylist attend to you while you were looking around?

If the stylit was with a guest…Did she offer to book an appointment for an alternate time or date? Or were you able to try on dresses?

Was a stylist able to accommodate an immediate appointment?

Comments on Brand Experience and Stylist interaction: Tell the story of how the Stylist introduced themselves and welcomed your guests, including any questions asked to assess your needs and how you responded. Give details on if you were invited to look around and if you were not allowed to try on dresses. Include positive comments and make sure to explain all no answers.

Let’s hear from her, our bride, on how her experience went…

VOG - BRAND EXPERIENCE/STYLIST INTERACTION

“Amanda introduced herself as the manager of the boutique. She interacted with my guests and answered all of our questions regarding available dresses and shapes for my body, In my online form, I had mentioned I was leaning away from a strapless fit, but would be open to trying some on to see how they feel. Amanda confirmed that this was still a preference of mine and asked to have me come over to the computer where she had my Pinterest board pulled up to confirm the styles I had on my board. I explained I was looking for something with straps and had lace, but I had thrown some plain white dresses in my Pinterest for other options that were visually appealing to me. This was all the information she needed, and she took my guests and I over to browse through the dresses after she explained each of the sections for styles, shapes and fit.

The Appointment ●

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Once she’s ready to try on, walk with her into the fitting room and explain the following details: ○ Most of our dresses come with built-in cups so there’s no need to wear a bra while trying on, unless she has an adhesive bra on ○ Because she’ll be trying on a sample, and necessarily in her size, you will come in and clip her so that the dress looks perfect when she steps out into the viewing space ○ Show her how you’ll work down the line of her picks and take down the train, and unzip the style she’ll be trying on first ○ Ask if she needs help getting in the dresses - offering to stay in the room is she’d like or stepping out until she’s ready to be zipped & buttoned Once she is in the dress this is where you will work your magic! You’ll be pinning & clipping her into the dress so it flatters & fits just so. We’ll go over Pinning & Fitting details a little later After she is clipped, she’s ready to go out and show her family & friends.

Hold the fitting room door/curtain for her while directing her to step on the pedestal in her viewing space Step out, engage with her family & friends, and get them excited to see her in the first dress Once she’s on the pedestal, fluff & adjust her train and pull down any fabric that may have gotten bunched. She should be picture ready Wait for her reaction, does she love it? Mention all the benefits of the dress + remind her of her vision. If she doesn’t like it, try to pinpoint what she’s not liking. She might say, I love the shape, but I do not like the lace.

Now you can direct her to a style with that same silhouette but without the lace!

(The Appointment - Continued)

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As she is trying on, talk about alterations and modifications that can be done. She might really like a dress, but a neckline or sleeve might be in the way of her saying YES! Keep engaging with the friends and family - their opinions matter to her, but don’t forget you’re there to be the bride’s advocate first and foremost.

Based on the bride’s response to a style, gauge when to add accessories into the mix - Each bride is different and some will ask to see options outright, while others may wait for you to mention outfitting. We always recommend bringing over a veil once she’s found a style she really loves Be sure to save about 10-15 minutes towards the end of the appointment to come back to her top 3 favorites and try them on back-to-back. This will help her finalize her choice. During this process you want to style each dress with her favorite accessories This is your moment to really paint the picture for her - Talk about her hair style, bring over bridesmaids’ dresses in her wedding colors, ask her to envision her ceremony. Is this the dress she’s wearing on the big day?

REMEMBER: No Glam until the final 2 options!!

After she is done trying on all her style, take her measurements, regardless of if she’s saying YES today or needs time to think. You want To make sure you have these in her file

Now that you’ve gotten to know everything about her & her big day, let’s continue on the bride’s journey by looking at the VOG - Appointment & Fitting Room Experience

VOG - SERVICE IN APPOINTMENT & FITTING ROOM ● ● ● ● ● ●

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Was the furniture placed in an inviting and welcoming way in fitting room and viewing area?

Was the fitting room clean and free of debris?

Did the Stylist offer assistance in and out of dresses, while providing product knowledge on each?

Did the Stylist offer accessories to complete the look on your favorite dress/dresses?

Did the Stylist explain the benefits of obtaining measurements AND ask to obtain your measurements before exiting the fitting room?

During the appointment, did you feel that the Stylist genuinely connected with you and properly paced the appointment within 90 minutes, while creating a fun, relaxed environment?

Was your interaction with the rest of the staff positive? Please explain in the comments.

Was the Stylist effective pinning and clipping the dress to showcase sample dress sizes?

Was the Stylist able to provide alterations advice and provide local recommendations?

Did the Stylist show you bridesmaid options for the wedding party?

Comments on Service in Appointment and Fitting Room. Tell the story of your fitting appointment and include all details of the service you received in the fitting room. Include positive comments and make sure to explain all no answers.

VOG - SERVICE IN APPOINTMENT & FITTING ROOM (Guests without an Appointment)

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Did the stylist…Guide you to a clean and welcoming fitting room and viewing area? Accommodate seating? Offer refreshments?

Was the furniture placed in an inviting and welcoming way in fitting room and viewing area?

Was the fitting room clean and free of debris?

During your visit, did you feel that the team genuinely connected with your and met your needs to the best of their abilities?

Was your interaction with the rest of the staff positive?

Comments on Service in Appointment and Fitting Room: Tell about the fitting room environment and your interaction with Stylist and other staff, include positive comments and make sure to explain all no answers.

You’ve helped your bride find the one! The DRESS!! But, it’s not fitting exactly how she would like & it’s hard for her to see the full vision. So, now what?!?

Now it’s your time to shine by saving the day!! Let’s take a deeper look at Pinning, How to Measure and what it looks like to discuss Alterations with your bride.

PINNING & FITTING We want brides to feel beautiful and confident while trying on dresses and part of achieving that is pinning/clipping our samples to better fit her. Pinning is an important tool that will help you show brides what a dress will look like in their size. It will also guide her in what alterations might be needed to make the fit exactly how she wants it on her big day!

HOT TIP: WHILE WE DON’T OFFER SAMPLES IN EVERY SIZE (OUR STORES WOULD NEED TO BE CAVERNOUS) WE DO OFFER 3-4 SIZES IN ALMOST EVERY STYLE SO WE CAN GET CLOSER TO THE RIGHT FIT! THIS IS NOT THE INDUSTRY STANDARD.

LET’S GET PINNING Once the bride has pulled her favorite styles and has the first dress on, offer to hop into the fitting room and pin/clip her prior to stepping out in front of her friends and family - this will help you build her confidence in you and in herself as well.

If your fitting room has mirrors, have the bride look towards the mirror while you are behind her. Look to see if the straps are too long, if there’s excess fabric at the hip or bust, look for anywhere the dress may be bunching or slacking depending on the fit.

Pull excess fabric and clip it back, asking if she likes the fit. Show her how the fit is altered with and without the clips. Example question - “Do you like the skirt out or do you like how it looks tapered in at the hip?”

HOT TIP: MAKE SURE YOU DON’T HAVE LAYERS OF THE DRESS BUNCHED INSIDE THE CLIPS. PULL ALL THE LAYERS DOWN PRIOR TO PINNING HER. YOU MIGHT NEED TO DO A LIGHT TUG AT THE BOTTOM AFTER YOU HAVE CLIPPED THE DRESS TO GUARANTEE EVERYTHING LOOKS AS SMOOTH AS POSSIBLE.

Photo 1 shows the bride without clips. You can see the dress is big in the hips, not fitted in the waist and has a straight skirt appearance.

Photo 2 is pinned back in a way that emphasizes an hourglass figure while pulling the waist hitting her at the perfect spot.

Once you’ve reassured her with the first pinning, your next is to pay close attention to her reactions when she’s in the larger viewing space.

Actively listening to how she describes what she likes or doesn’t like will help you make pinning adjustments for future styles.

Always ask yourself: What features does she seem to enjoy showing off?

Is she liking fitted bodices with flowy skirts?

What are things she’s mentioning she would like to conceal?

Fit sessions are KEY to successful pinning, each dress has different fit points and alterations opportunities. Take the time to get to know each of our dresses so you can help guide your brides to the best possible fit.

Often, proper pinning can help seal the deal with the dress! She can fully envision herself on the big day!

CHOOSING THE RIGHT SIZE

An important part of every bridal appointment, whether the bride is ready to say “YES” or needs more time to think, is getting her measurements. This gives you the necessary information you need to recommend the right size dress.

Because we work with a wide range of manufacturers to provide the best possible product assortment not all dresses are cut to the same size chart. As a result, we provide unique size charts for each individual dress style (available to review on their product page). It is important to compare the bride’s measurements to each size chart to make the most accurate size recommendation.

Please note the measurements provided in our style size charts are dress measurements.

NOT body measurements. When choosing a size, use your best judgement and if you bride is between sizes, ask them what size they are most comfortable with.

How to Measure We recommend measuring in bra and underwear, or tighter fitting clothes. This allows for the most accurate measurement and can help avoid any bagginess.

THE 3 KEY MEASUREMENTS YOU WILL NEED TO COMPARE TO THE SIZE CHART:

Depending on the style of dress one or two of these measurements may be more important than the other(s) in determining the best size for the bride. Fitted and mermaid styles will require a comparison of all three, while a ballgown of A-line only require the bust and waist measurement to get an accurate size prediction. Use the largest measurement to compare against the size chart and determine the best fit for the bride.

ALTERATIONS

Prior to opening, each store will spend time identifying 2-3 local seamstress partners to recommend to brides. While we do not offer alterations in-house we view these partners as an extension of our services.

We will have these partners in-store regularly to train our teams on what alterations are or aren’t possible, their timelines and availability and average costs for different types of alterations, will give you the confidence you need to answer guest questions as they arise.

Alterations Costs You never want to quote brides a price! If she is feeling unsure about the affordability of specific alterations lean on your seamstress partner to give you a range of what the cost will be.

Always be realistic with her.

If you bride is on a tight budget and you are suggesting that she can line the bodice, change the straps, alter the neckline, add a bustle, etc. - then you are setting her up for failure. Alterations costs can quickly add up and the sticker shock of a $800 alterations bill can change a 5-star review to a no-star return!

HOT TIP: You may want your seamstress’ phone number on speed dial or a text chain started on Saturday mornings for on-the-fly alterations questions.

ALTERATIONS FAQs

The answer will always depend on the style, but these are questions you’ll want to discuss with your local seamstress during your regular fit sessions.

Can I adjust a neckline?-showing more or less cleavage?

Can I add or remove sleeves?

Can I change the color of the lining?

Can I add or remove lining in the bodice?

Can I add buttons?

Can I taper the skirt in?

How do I bustle this style?

Can I add volume or remove fabric in the skirt?

HOT TIP: Assign someone to take notes to reference later! This will come in handy when training new stylists or for team members unable to join the training sesh.

Bustling One of the most common alterations questions you’ll get is how to pin-up the train when the ceremony is over and the answer is - the dress will need a bustle!

None of our dresses come with the bustle built-in because the position and length of the bustle will depend on the bride’s height and preference. Alterations experts are very familiar with the different types of bustles and will be able to add one easily to any necessary style.

There are several different styles of bustles and the guide below will give you an idea of the most common styles our brides use. First, we need to answer one very important question -

What is a bustle???

Types of Bustles ●

The French Bustle (or under bustle). The French bustle tucks the train underneath the skirt, creating a tidy swell of fabric. French bustles are more suited for sturdier fabrics like satin, crepe or lace dresses that have a heavier lining. Brides with ball gowns, a-line or fit and flare silhouettes should consider a French bustle.

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The Ballroom Bustle. Hide the train of your dress altogether with a Ballroom bustle by fastening it beneath the skirt using several attachment points.

Ballroom bustles are better suited for satin or crepe dresses - nothing with flowy fabrics.

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The American Bustle. This bustle involves gathering up the train and fastening it over the rest of the skirt, creating a waterfall of folds. A seamstress can add several pick-up points, which increases the drama of the bustle.

American bustles are best suited for lace, chiffon or flowy dresses. If you have an A-line, mermaid or ball gown, an American bustle might be for you!

Brides will need to account for the cost of a bustle in their alterations budget. The average bustle costs anywhere from $75-$250. The longer the train, the bigger the bustle and the more expensive the alteration.

Creative Alterations

Helping a bride bring their wedding dress vision to life sometimes requires a little imagination. She may LOVE a dress, but it’s missing that something extra she ws hoping for. Get creative and help her envision how the dress could look after alterations!

There’s no real rule book to follow (it requires imagination, remember?), but here are a few examples from our stores:

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Use a tulle sash to create balloon or off-the-shoulder sleeves.

Skinny belts become sparkly straps on a strapless dress in-need of a little extra support A v-neck style could look just as magical off-the-shoulder when the bodice is structured enough to hold the top up An A-line skirt becomes a full-on ballgown with the addition of a petticoat

In-House Tools

Not all alteration questions will require the bride’s imagination too. We provide each store with a few tools to help them envision the change in real time:

Bodices - Each store will receive 1 ivory bodice and 1 nude bodice for use in appointments. Use to mock-up lining of an unlined dress so they can see what it would look like after alterations. These items are NOT for sale.

Day 4 Stylist Training

Day 4 - 4 Hours ● ● ● ● ● ●

The Finale Voice of the Guest - VOG ○ Checkout/Wrap Up Post Appointment Overview of how our Bride’s schedule an appointment Partner Up!! ○ Meet the Bride Scenarios/Role Plays Last Try-On Session!!

NOTES:

10 mins 15 mins 20 mins 20 mins 2 hours 45 mins

“Oh my gosh! This is it…this is the dress!!”

You’ve done it!! You have helped your bride find the one, the dress of her dreams!! Your job is done…or is it?

Her experience doesn’t stop there and neither should you. Let’s take a look at what the next steps in her journey are.

The Finale ●

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If she hasn’t already, have her create a Vow’d account. This can be done on the sign-in page on the website. If time is available bring the iPad to her in her viewing space while she is sitting with her family. Even if you’re right on time, she shouldn’t feel rushed.

Once her account is created, invite her to the cash-wrap area to either check out, or provide her with a card that has her favorite styles, recommended sizes and your contact information written out.

Before you say your final goodbyes offer to take photos of her and her group - We love a confetti moment!

Finally, thank her for coming in, invite her back for any appropriate appointments like accessories or for her bridesmaids.

Now, let’s look at the Cash Wrap Experience through Our brides eyes.

Here’s a look at her expectations at the Cash Wrap. and what the VOG looks like…

VOG - CHECKOUT/WRAP UP ●

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If another guest was purchasing a dress, did you observe a staff member offer a Confetti Celebration moment? (select N/A, if you did not see a guest purchase a dress) Did you stylist provide you with a card of your favorite dress(es)?

Would you describe your visit as a fun and lively environment?

Did you stylist mention that Vow’d carries bridesmaids dresses and accessories and suggest making an appointment for these options? (select N/A, if you mentioned no bridesmaids or not interested in bridesmaids dresses until choosing the bride’s gown) Comments on Checkout/Wrap Up: Describe how the Stylist concluded your experience.

VOG - CHECKOUT/WRAP UP (Guests without an Appointment) ●

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If another guest was purchasing a dress, did you observe a staff member offer a Confetti Celebration moment: (select N/A, if you did not see a guest purchase a dress) Did you stylist provide you with a card of your favorite dress(es)?

Regardless of not having an appointment, did you feel welcomed, comfortable and a genuine desire by the team to help you?

Comments on Checkout/Wrap Up: Describe how the Stylist concluded your experience.

POST APPOINTMENT Another crucial step in her journey is what happens Post Appointment. We continue to engage and communicate with all of our appointment guests afer their visit.

This takes 2 distinct forms:

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Brides who convert - Happy brides are our best brand advocates.

Once a bride has completed her purchase, we like to send her a follow-up Email 24-72 hours after her appointment, thanking her for stopping in and asking her to review her experience on Google.

What does that look like though?

“Megan thank you so much for coming in on Saturday, I had a blast getting to spend time with you and your mom. I feel honored to have been a small part of your big day. If you have the time I would love if you could leave a review about Vow’d and your time with me. The link below will direct you to our page. Thank you again and please reach out if I can help you with anything at all!”

Best, Shelby” “Hi Roxanne, Congratulations on finding your dream dress, you are going to look stunning on your big day! I had so much FUN during your appointment and feel honored to have been a small part in this exciting new journey you are beginning. I you have the time, I would love if you left a Gogle review about your appointment experience and working with me. As a new business it helps us build awareness with other brides, like you, who may be considering Vow’d for their dress and bridal look. This link will lead you right to the reviews page: *link* If there is anything you need at all, please don’t hesitate to to reach out. I am here for you!

All the love, Brittney”

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Brides who do not convert - Use your best judgement when deciding when to connect with brides who did not convert in their appointment. Be sure to take notes during her appointment and add them to the comments section of her appointment profile - Did she mention she had more appointments through the weekend? Was she waiting to decide until mom came into town next week?

When you do follow-up with her be thoughtful and courteous in your response.

Let’s see what that might look like:

Here’s a possible Text Message you could send your bride “Hi Alyssa! Hope you are having a great week! This is Ashley of Vow’d Knoxville. I was reaching out to check in to see if you would like to book a second appointment to try on your favorite dress, the Dell! Or if you are ready to “Say YES”, feel free to give us a call at *insert phone number*.

Here’s what an Email to your bride could look like “Hi Mary! This is Kaila from Vow’d. I know you mentioned you had a couple of other bridal appointments this weekend and I thought I’d connect to see how they went - Are you still in love with the Beck Dress Or has another style caught your attention?”

“We’d love to have you back to try-on you favorites again. Let me know if I can help book you a second appointment - OR - if you’re ready to say YES to the Beck, give me a call *insert phone number* and we’ll get your order in today!

All the best, Kaila”

Ok, let’s take a breath. You’ve learned a lot and you’re doing GREAT!!

The rest of your time today will be spent looking at: How the bride schedules an appointment How you will order HER dress!!

And we’ll wrap up with a few Role Play Scenarios

How our Brides schedule an appointment with us…

THE APPOINTMENT JOURNEY We make the appointment booking process as easy as possible for our guest.

They can fill out a simple form online and all of their information is stored in an appointment profile we can use during her appointment. ●

Step 1 - Guest clicks “Book an Appointment” or “Our Stores” link in top left-hand corner of our homepage.

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Step 2 - Guests selects their state and store location.

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Step 3 - Guest clicks “Book an Appointment” on corresponding page

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Step 4 - Guest selects location of appointment

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Step 5 - Guest select appointment service option

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Step 6 - Guest selects day and time for appointment

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Step 7 - Guest enters their appointment booking details

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Step 8 - Guest receives a booking confirmation email. Below is a sample email of what she will see:

“Hi Olivia Smith, Get ready for a serious round of dress-up!! Here’s what you need to know What: Bridal Appointment When: 09.30.2023 10:00 AM Where: Nashville, TN 1200 Villa Place, Suite 108, 37212, Nashville Why: Because two people fell in love, silly!!

We look forward to seeing you!

Vow’d Weddings”

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Step 9 - Guest will receive a reminder email 24 hours before Appointment

Hooray, it’s almost appointment day!

Hi Olivia Smith, Vow’d Nashville, TN here again, with a friendly reminder about your 09.30.2023 Bridal appointment at 10:00 AM We look forward to seeing you!!

P.s. Need a rain check? Cancel your appointment https:vowdweddings.enterpriseappointments.com/v2/client/cancel-b ooking/id/11612/hash/11290e1c2495642ef1b41a826cb379de?

Unfortunately things come up that will prevent her from making her appointment. But, we’ve made it easy for her to be able to cancel & reschedule her appointment through the link we provide in her reminder email.

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Step 10 - Should the bride decide to cancel her appointment through her email, she will receive a cancellation notice email as well

Hi Olivia Smith, We are sorry to see you go, but understand that sometimes plans change. Your Bridal Appointment at 10:00 AM on 09.30.2023 has been cancelled.

With love, Team Vow’d Weddings

You’ve learned so much over the last few days. So, now what? When do you get to help make her day that much more special? Well…before you begin your journey helping Brides find THE DRESS, let’s look at a few real scenarios and activities that will help you navigate her through this special moment.

Don’t worry, you won’t be alone. Partner with another member of your team for the next few trainings.

And don’t forget….HAVE FUN!!

MEET THE BRIDE #1 Name: Ellen People joining you: 2 Dress size: 6 Dresses interested in: Poppy, Alto Wedding Location: Sonoma, CA Wedding Date: April 13, 2023

Tell us about your wedding: “We are doing a small City Hall wedding with our parents and our MOH and Best Man. I want something clean and modern with not train. WE are going to Ledson Wine and Vineyards for a picnic, wine and photos after the ceremony.”

ACTIVITY: Create Her Look Designate one person to be the bride and the other to be the Stylist. User her appointment profile and Pinterest to create a wedding look for her and be prepared to share the following: 1.

What was her final dress choice? How did it express her bridal style, work back to her venue, and contribute to the vibe of her wedding?

2.

What additional dresses did you pull for her? Which dress would you have pulled as a wild card?

3.

Assess her body type. How did this affect her dress choices?

4.

Did you add a veil and/or accessories to complete the look? (Don’t forget hair and makeup!)

5.

Using your available tools, provide the group with product information on the chosen dress.

MEET THE BRIDE #2 Name: Kalli People joining you: 6 Dress size: 4 Dresses interested in: Ivy, Violet Wedding Location: Nashville, TN Wedding Date: October 12, 2024

Tell us about your wedding: “Hey there! My wedding will be at CJ’s Off the Square in Nashville next October. I want to feel romantic and traditional with extra-special details throughout!

My colors are going to be blush and bashful. And there will be flowers, lots and lots of flowers!”

ACTIVITY: Create Her Look Designate one person to be the bride and the other to be the Stylist. Use her appointment profile and Pinterest to create a wedding look for her and be prepared to share the following: 1.

What was her final dress choice? How did it express her bridal style, work back to her venue, and contribute to the vibe of her wedding?

2.

What additional dresses did you pull for her? Which dress would you have pulled as a wild card?

3.

Assess her body type. How did this affect her dress choices?

4.

Did you add a veil and/or accessories to complete the look? (Don’t forget hair and makeup!)

5.

Using your available tools, provide the group with product information on the chosen dress.

MEET THE BRIDE #3 Name: Meg People joining you: 3 Dress size: 8 Dresses interested in: Forte, Glen Wedding Location: Asheville, NC Wedding Date: August 24, 2024

Tell us about your wedding: “My fiance and I love a good time so we’re renting Bold Rock Cidery in Asheville for our wedding. I want something boho desert inspired for $1,200 or lr less. I like fitted but don’t want to show too much cleavage. No veil, but would love to do something creative with my hair.”

ACTIVITY: Create Her Look Designate one person to be the bride and the other to be the Stylist. Use her appointment profile and Pinterest to create a wedding look for her and be prepared to share the following: 1.

What was her final dress choice? How did it express her bridal style, work back to her venue, and contribute to the vibe of her wedding?

2.

What additional dresses did you pull for her? Which dress would you have pulled as a wild card?

3.

Assess her body type. How did this affect her dress choices?

4.

Did you add a veil and/or accessories to complete the look? (Don’t forget hair and makeup!)

5.

Using your available tools, provide the group with product information on the chosen dress.

MEET THE BRIDE #4

Nancy is a walk-in and you don’t have any of her information ahead of time.

You ask her a few questions about what she’s looking for as you walk around -

“I want to feel like a princess! I love anything with lace and sparkle, I’m a little EXTRA - in a good way! I do have to stay under $2,000 for my entire look - accessories, alterations, everything.”

ACTIVITY: Create Her Look Designate one person to be the bride and the other to be the Stylist. Using the little bit of information you’ve been provided, work with the bride to start pulling styles that fit her vision and budget.

1.

What was her final dress choice? How did it express her bridal style, work back to her venue, and contribute to the vibe of her wedding?

2.

What additional dresses did you pull for her? Which dress would you have pulled as a wild card?

3.

Assess her body type. How did this affect her dress choice?

4.

Did you add a veil and/or accessories to complete the look? (Don’t forget hair and makeup!)

MEET THE BRIDE #5 Reily is a walk-in and you don’t have any of her information ahead of time. You ask her a few questions about what she’s looking for as you walk around -

“I’ve been to a few appointments no and know I want a mermaid dress. I want to feel glam, it’s my big day after all! I’m a size 24, so fit can be tough. Can you help me?”

ACTIVITY: Create Her Look Designate one person to be the bride and the other to be the Stylist. Using the little bit of information you’ve been provided, work with the bride to start pulling styles that fit her vision and budget.

1.

What was her final dress choice? How did it express her bridal style, work back to her venue, and contribute to the vibe of her wedding?

2.

What additional dresses did you pull for her? Which dress would you have pulled as a wild card?

3.

Assess her body type. How did this affect her dress choice?

4.

Did you add a veil and/or accessories to complete the look? (Don’t forget hair and makeup!)

MEET THE BRIDE #6 Name: Vicky People joining you: 1 Dress size: 18 Interested in: Pink Wedding Location: Charlotte, NC Wedding Date: December 5, 2023

Tell us about your wedding: “I’m the maid of honor for my friend Sara. We’re getting really close to the big day now and need to finalize bridesmaids dress choices. Sara wants everyone in pink, but we can choose the style. We’re going to pick my dress and the color first, then the other 8 girls can purchase theirs after. We want something soft and flattering, no bubblegum pink.”

ACTIVITY: Create Her Look Designate one person to be the bridesmaid and the other to be the Stylist.

Using her appointment profile and intro conversation, show her the bridesmaids dress assortment and help them narrow down the color they’re looking for prior to pulling dress styles. Be prepared to share the following: 1.

What was her final dress and color choice? How did it work back to the original request?

2.

What additional dresses and colors did you pull for her?

3.

Assess her body type. How did this affect her dress choices?

4.

How would you share the final info so it’s easier for the bride and MOH to share with the rest of the bridesmaids?

Wow!!

You’re almost there!!

You are so close to being such a big part of her special day!!

To wrap up day 4, revisit your top 2 favorite dresses that you tried on.

Try them both on again.

Now, which one are you saying YES to??

Day 5 Stylist Training

Cue the CONFETTI!!

You’ve made it!! We are at the end of your first week. Before we let you begin your Vow’d journey, we want you to see the full Vow’d experience from start to finish. On your last day of training we want you to pair up with another Stylist so you can see them in action from beginning to end of a bridal appointment. Then, you will also complete a Bridal Appointment (with supervision) from beginning to end.

Before you leave for the day, let’s make sure to share On LinkedIn that you are now a part of the #VowdCrowd.

Yasssss to the JOB!!!! We are so glad you are part of Vow’d and the SOFG, Inc. family!!