From Saturday's Wall Street Journal Fashion section - read about how mass retailers continue to 'shake up' the traditional wedding gown business. Very interesting read and important shift in trends to note - especially how destination weddings are being given credit for so many of these cultural changes. Important insights to be aware of, no matter your role in today's wedding market!The Bargain Bride
Cheap-chic gowns priced under $500are shaking up the wedding business
By RACHEL DODES
June 16, 2007
One of the last frontiers of designer fashion is being invaded by the cheap-chic brigade.
Retailers like Ann Taylor and Target are rolling out bridal gowns priced in the $160 to $600 range. J.C. Penney has a new "triple bustle" dress for $180.
Convincing brides to walk down the aisle in a cut-rate wedding gown is a tough sell. But in recent years, mass-market retailers have proved they can imbue everything from handbags to tailored suits with a sense of cool. They're also latching on to broader shifts in the culture of weddings. The rise of destination weddings and far-flung bridal parties means fewer brides are shopping for dresses at local mom-and-pop stores with an entourage of girlfriends in tow.
Retailers like Ann Taylor and Target are rolling out bridal gowns priced in the $160 to $600 range. J.C. Penney has a new "triple bustle" dress for $180.
Convincing brides to walk down the aisle in a cut-rate wedding gown is a tough sell. But in recent years, mass-market retailers have proved they can imbue everything from handbags to tailored suits with a sense of cool. They're also latching on to broader shifts in the culture of weddings. The rise of destination weddings and far-flung bridal parties means fewer brides are shopping for dresses at local mom-and-pop stores with an entourage of girlfriends in tow.
Read the article in its entirety here.
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