Historically, the process of buying a wedding dress is at least delayed, if not complicated. Consuming the thousands of options available and complicated for prices easily reach the five digits and woman to find something to make her feel really special. Buy a wedding dress has never been easy. Now the market gets new players in the segment and changes the concept of buying for women who always face dilemmas when choosing the perfect dress for the celebration.
The high street brands such as J.Crew, already have collections aimed at brides since mid-2004, but only now that niche is strengthening. The brand brings models with good quality and prices lower than the market average. For about $ 3 to 4000 it can purchase one of the dresses that are not necessarily basic as the other pieces of the brand. Models in lace, satin, flowers and long lengths are counterpoint to the minimalist style of the collection of prêt-a-porter. The J.Crew was quick and opened an exclusive shop for brides on Madison Avenue in New York.
The Anthropologie, American brand known for friendly and aesthetic boho prices, also has wedding line since 2011, BHLDN, when laid the pieces on its online platform. Currently, already serves brides in physical store, also in New York.
Other smaller brands are also taking advantage of the niche market that opened with the initiative of J.Crew. The Needle & Thread, Hannah Coffin, designed wedding dresses capsule collection for exclusive sale at Net-a-Porter, with even more attractive prices: the cost pieces of £ 105 to £ 850 (brands dresses as Lanvin and Valentino beyond Easily US $ 20,000) and were immediately successful. Remember, the site has an entire section devoted to marriage.
The ASOS, British fast fashion, is the newest entrant in the segment. Scheduled for release in March 2016, the network will launch a line with 18 pieces that will not cost more than £ 250. “We launched a collection for the past year wedding Bridesmaids(bridesmaid dresses) and was a success, so dress for bride was naturally the next step” said Vanessa Spence, director of ASOS, the Business of Fashion. “People want something that has a great value for money”, he adds.
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Reinforcing the trend of better prices on wedding apparel, David’s Bridal, American giant of the industry, published a study showing that half of brides consider priority a dress that costs under $ 800, while 54% of respondents said they do not care for designer pieces on the big day.
Check out the gallery a selection of wedding gowns that are part of this new wave with friendly prices and various styles of looks, the classic lace to more minimalist and contemporary.
