Case Study: Our Perfect Wedding

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Case study: Our Perfect Wedding Introduction: Summary In this case study, Claire, based upon her own personal experiences designing her wedding, created the concept of a general Internet gift registry with a local focus. The registry had the advantage of allowing the person getting married to list all of her desired items in one place, without having to have a variety of registries in a wide selection of stores. Registries are particularly necessary in an online format today, given that people cannot always attend the wedding 'in person,' and it is relatively easy to send a gift with a point and a click. Additionally, couples can offer a wide variety of gifts at different price points to suit every guest's budget (Dunleavy 2006). The wedding industry has been growing at a rapid pace, and contrary to some other luxury industries, weddings are fairly impervious to the ebbs and flows of the economy. Although the recent recession saw a slight decline in the level of opulence of some weddings, one industry professional recently commented: "We find most people have been saving for their children's wedding for years and still want the best" (Furman 2008:1). Weddings are a (hopefully) once-in-a-lifetime event for which many people will spend a premium. Claire conceived of a website which would draw upon the advertising revenue provided by wedding industry staples such as florists and would also provide services for persons getting married, most notably the registry, but also
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