Vow'd III update pt 2

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 Being a Vow’d Stylist ○ Tone & Language ○ Expectations of a VOW’D Stylist What we offer ○ Our Services The Bride’s Journey ○ Intro to the Bride’s Journey ■ Watch Intro Video ○ Pre-Appointment ■ Watch Pre-Appointment Video ○ The Welcome & Intro to the Appointment

10 mins 2 mins 10 mins 40 mins

25 mins 90 mins

■ Watch the Welcome & Intro to Appt. Video ○ Appointment Expectations Dress Try-On!!

40 mins ○ Try On 5 Dresses of your choice & don’t forget to complete your Fit Card!

NOTES:

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 the 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

Us ● ● ● ● ● ● ● ●

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 BRIDE’S JOURNEY The bride’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 suits 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.