Home Smart 100 2011 I Do Gowns (SMART 100)

I Do Gowns (SMART 100)


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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

I Do Gowns

This innovation initially came to life when…

We were planning our wedding and I was looking for a wedding gown with a very strict budget in mind. I shopped at home using the Internet, but was unable to find any website that dealt specifically with wedding attire. eBay was an option but was overruled because of the large number of wholesale importers with poor quality gowns.


The purpose of this innovation is to…

Give Australian brides the opportunity to buy their “dream” gown at a fraction of retail cost. Secondly, to allow brides to recoup wedding day expenses by selling their dress, which is only worn once.

It does this by…

Offering buyers a wide range of gowns, from designer to hand-made, to suit any budget, Australia-wide. Sellers pay a once-only advertising fee with no commission, no expiry and comprehensive advertising coverage via several different media channels.


This innovation improves on what came before because…

We focus specifically on wedding attire. Our website does not bombard users with Flash advertising or broad content that distracts them from our core purpose. Our sellers can be guaranteed high traffic from Australian buyers looking for bridal wear, compared with the cost and exposure of other advertising avenues.

Its various benefits to the customer/end-user include…

Largest range of wedding attire on offer, enquiries from real buyers, personalised customer service. Plus, the site is strictly monitored for spam, and privacy and security for our users is of premium importance.


In the past, this problem was solved by…

Three options: A short word description in local paper classifieds (no photos), commission-based placement in local bridal store (limited exposure and risk of damage), or auction on eBay or similar (incurs listing fee and commission, for short listing period). All of the above options have limitations and can be very costly with no results.

Its predecessors/competitors include…

Primarily eBay, as when we started I Do Gowns there were no equivalent online alternatives.


It is made for…

Two target markets:

  1. Savvy brides who want to buy a high-quality gown at a fraction of the cost, plus eco-friendly buyers who know the gown won’t be worn for long so want to maximise their investment, while helping the environment.
  2. Sellers who want to see their gown loved again (not sitting under a bed or in the cupboard for years), and want to recoup some of their wedding day expenses.


It is available for sale through…

…the I Do Gowns web site (www.idogowns.com.au).

Our marketing strategy is to…

…reach brides across Australia by attending bridal shows, use social media (Facebook, Twitter), advertise on wedding-related web sites, media features and increase our referrals through building quality relationships with our clients.



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