Bridal retailers have been riding a long wave of changes in our industry over the past four years that began with pandemic interruptions and continued with shifting consumer attitudes about weddings and formal occasions.
Some events and customs multiplied, with brides opting for separate ceremonies and friends and family celebrations, and multiple dress changes for each; other events scaled back, such as more casual options for prom events and a movement away from strictly coordinated and highly formal wedding party attire. If there’s one thing formalwear retailers have learned to do well, it’s to adapt and - to use the buzzword of the decade – pivot.
Heading into the next season of Spring/Summer collections, brands and stores are diversifying their product mix more than ever. Legacy bridal brands are getting into prom and Quinceanera categories in a big way, from the Allure acquisition of prom megabrand Portia & Scarlett and their upcoming Quinceanera collection launch to designers like House of Wu and Sophia Thomas likewise opting to add Quinceanera designs to their roster.
Other top designers who have grown prom, pageant, and evening collections over the years are now launching a Quinceanera line to reach even more customers.
Many stores are following suit, expanding their selection of styles to dress more customers for more events, and to maximize the investments they make in those customer relationships. More than ever, bridal retailers are looking beyond dressing a bride for one day, and seeking to serve her future needs and extended family.
This strategy will serve stores well as our industry looks beyond 2024 and prepares for whatever curveballs the next trends, economic factors, and consumer tastes throw our way.
Retailers can see these brands’ collections at Formal Markets events this August, in Atlanta from July 29 through August 2, followed by Las Vegas on August 11-13.