Millennials Just Single-Handedly Set These 5 Bridal Trends

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(Image credit: Topshop)

If we know anything about millennials these days, it’s that they are enamored by the internet and social media. In accordance with that, market trends today are shifting due to their online tendencies, including bridal trends. Katie Smith, senior fashion and retail market analyst at Edited, told us that “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.’ 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.”

“Data shows that buying a bridal outfit online is big business. More so because every wedding needs to be Instagram-worthy, and with numerous outfit switches during the day, brides would rather splurge on the multiday experiences than just ‘the dress,’” explained Kate. “In [the first quarter of] 2017, online sell-outs of bridal products were up 50% compared to a year ago, and mass market retailers play a successful part in it.”

Data shows that buying a bridal outfit online is big business. More so because every wedding needs to be Instagram-worthy, and with numerous outfit switches during the day, brides would rather splurge on the multiday experiences than just ‘the dress’

So what are these millennial brides actually buying for their big day? Where are they shopping? In addition to broader market trends, Kate also gave us an inside look into the specific bridal trends that have come forth due to the surge of millennial online shopping. From festive trinkets to the retailers excelling in this specific space, go on to read more (and of course, to shop) the bridal trends millennials are investing in now.

Accessories

Weddings are now merchandised like festivals. Accessories from “Bride” water bottles to bride notebooks are the latest arrivals. Accessories are where retailers make extra money: they are now 36% of all bridal assortments, up from 22% in quarter one last year.

The ASOS Bride

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

Affordability

Wedding dresses are getting cheaper (thanks to more mass-market retailers entering the market). The average price of new bride or bridal party dresses tumbled by 33% to $292.80 this first quarter compared to quarter one in 2016.

Topshop on Top

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% more than other Topshop dresses.

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

Lauren Eggertsen
Editorial Director

"Copy (200 words): Lauren Eggertsen is currently the editorial director of Who What Where and has worked at the company for nearly seven years, where she started as an associate editor and has since worked her way up. Lauren has over 10 years of experience in the fashion editorial space, starting her career with internships at Marc Jacobs, Marie Claire, and The Zoe Report, where she was later hired as their editorial assistant. Lauren has worked in the Los Angeles and New York Who What Wear offices but currently calls L.A. home. It is here where she leads and manages Who What Wear's fashion team and oversees all day-to-day editorial content and large tentpole moments. This includes all of the runway, trend, and shopping-driven content that ultimately helps to build a strong brand reputation within the industry. Lauren's role also includes helping to set the fashion direction for all original photo shoots and often styles many of the celebrity cover shoots, including big names like Sydney Sweeney, Lindsay Lohan, and Megan Fox. 


She has also attended multiple fashion weeks, including New York, London, and Milan, where her personal style has been featured on sites such as Elle.com, HarpersBazaar.com, and Vogue.co.uk. She prides herself on discovering and supporting small brands and on her knack for a good vintage shopping find. When she isn't working, she enjoys researching and dining at reputable restaurants around both her neighborhood and the globe.