More Brands Say “i Do” To Bridal Collections

Retailers Look To Maximize On Wedding Industry

June 10, 2010

	“Women have always worn our dresses to go to weddings, so now they can come to us for their special day.” - Elliot Staples, The Limited

The $60 billion U.S. wedding industry just got a few new players, as brands look to capitalize on a market long considered recession-proof.

J. Crew has offered bridal online since 2004, but opened its first brick-and-mortar salon in New York last Wednesday, one day before The Limited launched its online-only gowns. Another new entrant is Net-A-Porter.com, which joined the wedding party in February. Urban Outfitters intends to introduce its wedding wear in 2011.

Candice Benson, master bridal consultant and owner of The Finishing Touch wedding and event planning company, says well-known brands are branching into bridal because the market, although not recession proof, is recession resilient.

“Brides will always be getting married and these lines offer some options that may not have been available in the past,” Benson says. “There is also such a large focus now on the wedding industry, with so many movies and TV shows, that it’s smart to market in that space. Only time can tell if [new bridal entrants] can stand up against the big designers once the economy picks back up and brides are not as afraid to be a bit more opulent.”

These latest gowns range from beach-perfect to church formal. Brides will find simple column gowns as well as those with beads, sequins, bows, tiers or ruffles. Among the choices are gowns made of cotton or cotton blends. The Cotton Incorporated Lifestyle Monitor™ survey shows 79% of women prefer to wear cotton and cotton blends, and 79% of women say cotton and cotton blends are the fibers best suited for today’s fashions.

Prices on the gowns range as dramatically as the styles. Not surprisingly, luxe site Net-A-Porter has some of the more eye-popping tags – like a $15,000 Lanvin model – although it has a few under $1,000. J. Crew’s sell from $300 to $3,500. Anthropologie’s will be $1,000 to $5,000. Brides-to-be will find the real deal at The Limited, where its two gown styles sell for $298.

“Women have always worn our dresses to go to weddings, so now they can come to us for their special day,” says Elliot Staples, vice-president of design. The Limited offers the Elegant Wedding Dress,” which is an ivory, cotton blend strapless style with a hidden pocket and modern belt. Its wedding collection also includes two bridesmaid dresses.

J. Crew counts the cotton blend Lucinda and Estate gowns, and the cotton cady Maddox gown among its stylish pieces. Brides can buy the full collection of gowns online or at the new Madison Avenue salon in New York. The multi-floor, Parisian-inspired boutique provides guests with champagne or sparkling water while they shop the bridal and bridesmaids’ dresses in private suites. The store also provides everything from lingerie to jewelry to perfume.

Considering her wedding day is full of stress and emotions, the bride should feel good in her gown. And The Cotton Incorporated 2010 Environment Survey finds 82% of women describe apparel made from cotton as comfortable, as well as soft (80%), natural (78%), good quality (77%), a good value (74%), fashionable (73%) and environmentally friendly (70%).

Value is always important, even in the bridal business. While TV shows like “Say Yes to The Dress” regularly feature dresses that cost several thousand dollars, more than three quarters of brides (78%) spend at or below the average of $1,031 for their bridal gown, according to Shane McMurray, CEO of The Wedding Report.

Urban Outfitters intends to capitalize on that with its bridal collection, which will initially launch online around Valentine’s Day 2011. CEO Glen Senk characterized the gowns as “heirlooms, to be passed on from one generation to the next.” Brides who purchase their gown from the web site will be able to schedule fittings at their local store. The business will also include bridesmaids’ dresses, jewelry, shoes and accessories, invitations and a bridal registry.
Senk said he wants the company to be part of the U.S. wedding market, which remains sizeable despite the recent downturn.

“In 2007, couples spent $28,732 [on their weddings]; in 2009 it was $19,581 – big difference,” McMurray says. He says only a small increase is expected for 2010. “While the industry isn’t recession-proof, it does have some resilience, and that makes it attractive for retail brands looking to keep their brand growing.”