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.
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).
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.