The wedding dresses low-cost will be successful?

Offer them more and more brands and clothing stores: does it is also changed in recent years marriage

 

An article in Business Of Fashion (BOF) explains how many brands and clothing stores, especially Americans, are integrating their offerings with collections for weddings and wedding dresses at low cost, to provide an alternative to more and more people who want to spend less and no longer see marriage as necessarily a ceremony expensive and sfarzosissima.

 

Until a few years ago when marriage was considered inevitable in specialty boutiques buy the wedding dress, spending a great deal, especially for the little outfit functional and hopefully to use once in a lifetime. BOF writes that according to a research firm in the industry, The Wedding Report, in 2014 the United States spending on weddings - including flowers, food and everything that is around the aspect festive event - were on average 26,444 dollars to marriage (just over 24 thousand euro), an increase compared to $ 25 656 in 2012 (about 23,500 euro). However, 50 percent of the brides of the sample said they had spent less than $ 500 for their dress, that is roughly less than 455 Euros. According to another study published by David's Bridal, the largest chain that sells wedding dresses in the United States, 50 percent of brides considers a priority to spend less than $ 800 for their dress and 54 percent of women believe that it is not important who will be the designer.

 

Several brands and stores are trying to make room in this market segment or have already done so. The last is the famous site of e-commerce British Asos, which will launch in March 2016 a collection of wedding dresses at low cost: will offer 18 models of clothes less traditional style (for example cooordinati two pieces, suits with capes and ivory lace dresses printed in 3D, as writes BOF) which will cost no more than $ 250, the equivalent of 230 Euros. Vanessa Spence, director of design at Asos, told BOF that the company has decided to make this attempt after the success of a collection of cheap bridesmaid dresses, created last year.

 

Then there Needle & Thread, a brand founded in 2013: from December her wedding dress in the price range from 105 to 850 pounds (rounded, between 150 and 1,200 Euros) are also sold on the site Net-a porter. Since 2014, moreover, the American brand Reformation began offering wedding dresses from 518 dollars today has four collections, and has doubled its average weekly sales compared to 2014.

 

In addition, long wedding dresses are no longer sold only by specialized boutiques. The American brand J Crew in 2004 made available online for the first time two wedding gowns and bridesmaid dresses 12: today offers different clothing for the guests, has dozens of wedding dresses ranging from 3,000 to 4,000 US dollars, and has open shop on Madison Avenue, one of the best-known streets of New York. In 2011 anthropology, another American brand, has launched BHLDN, ​​a line wedding inspired by vintage clothing, with prices ranging from one thousand to $ 4000.

 

In general, today we get married less and later in life: in 2014 in Italy were 189,765 marriages celebrated, about 4,300 less than in 2013 (from 2008 to 2014 marriages decreased by about 57 thousand, 8 thousand a year on average ) and also decreased the propensity to marry, that is, the number of people who get married every thousand potential. Have increased the second marriage and the average age at which people decide to get married: spouses at first marriage now have on average 34 years, men and women 31 years (the latest ISTAT data on marriage in Italy are here ).

 

Whoever marries usually prefer to spend less than the first time. But even those who marry for the first time is involved by this phenomenon: BOF explains that most of the couples getting married already live together and pays for itself as it serves for the ceremony. Marshall Cohen, an analyst at NPD Group, a company that does market research, said that the BOF in their thirties who are getting married today prefer to spend the experience to be shared - the place where you get married or you eat with friends, traveling wedding music - rather than on ephemeral things like flowers and clothes.