Millennials Say "I Do" to Mass-Market Gowns

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Millennials Say "I Do" to Mass-Market Gowns

05/01/2017
Wedding season is upon us and Millennials in particular are driving a change in how wedding gowns and accessories are consumed, according to data from EDITED.

Thanks to the Millennial generation and its desire to make everything "Instagram-worthy," weddings are now merchandised like festivals; accessories from "Bride" water bottles to bride emoji pin badges are the latest arrivals. Accessories are now 36 percent of all bridal assortments, up from 22 percent in Q1 last year.

Popular styles this year include non-white/cream and even pink/blush bridal gowns, jumpsuits, black trimmed dresses, tiered gowns (check out ASOS, Maya and Whistles), '90s silhouettes and sleeve details.

ASOS, the leader in mass market bridal, has grown its bridal assortment by 10.5 percent in Q1 2017 versus Q1 2016. The average price of a dress is an affordable $196.25 (340 percent more expensive than its other dresses).

Topshop Bride, which launched on April 13, is already selling out of its satin tie shoulder dresses and cutwork lace bardot dresses. The average price of bridal dresses is 800 percent more than other Topshop dresses.

And for brides searching for a further discount on a mass-market dress, the best time to buy is March when dresses are an average of 60 percent to 70 percent off ahead of new season stock.

"These days, couples are building their wedding experiences around social media-worthy outfits and events, which means there's less focus and splurging out on just 'the dress,'" says Katie Smith, senior fashion & retail market analyst at EDITED. "Mass market retailers have capitalized on this demand by catering to a broad range of wedding types and personalities, providing not only affordable dresses, but a whole bridal assortment online."