Barrie Pace Launches

Here comes the mother of the bride… or at least, a new microsite from women’s clothing cataloger Barrie Pace.

Having noticed that a significant number of visitors to its core Website arrive after having done a keyword search for “mother of the bride” and related terms, Chicago-based Barrie Pace launched the new site last week. Despite its name, the site offers products for more than just wedding days. “It’s special-event and gala driven,” says Lori Krzyzewski, vice president of marketing and advertising for Barrie Pace, “with a lot of exclusive items for second weddings or black-tie events.”

Merchandise ranges in price from $150 to $600. Krzyzewski says that the company will be adding fashion tips and other editorial to the site in the next few months. “There is a significant amount we could do to make this more of an experience for shoppers,” she says. “There’s an amazing amount of relevant content you could add for people going through this.”

With customer use of keyword searches such an important part of the site’s genesis, Barrie Pace naturally plans to promote it through search engine optimization. In addition, it will advertise the site with targeted placements on other Websites such as the Shopping Channel online. The company is also considering an e-mail marketing campaign, says Krzyzewski.

But Barrie Pace will not be mailing a Mother of the Bride print catalog or even adding a related section to its current print catalog.

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