From the beach to the aisle: Swimsuit, shorts, and sandal vendors are now outfitting brides

Wedding dress shopping may never be the same as before. Instead of gathering your bridal party to spend hours at a boutique trying on expensive dresses, some retailers now offer a more convenient and affordable shopping experience.

Affordable fashion brands like Abercrombie, Forever 21, Boot Barn, Shein, and Lulus have entered the wedding industry to cater to budget-conscious shoppers looking for inexpensive bridal wear. These brands, typically known for their trendy casual wear like tank tops, shorts, ripped jeans, bikinis, cowboy boots, and sparkly dresses, are now offering affordable options for brides-to-be.

A couple got married on Valentine's Day at the Miami-Dade County Courthouse in Miami, Florida. The wedding ceremony took place on the steps of the courthouse on February 14, 2024. Twenty couples in total exchanged rings and tied the knot in an outdoor service officiated by the Miami-Dade Clerk of Courts Marriage License Bureau.

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Gen Z and Millennials are changing the wedding scene by adding their unique touch to ceremonies. This trend makes sense for many reasons. One of them is that it gives popular brands a chance to tap into the lucrative $100 billion US wedding industry, as reported by The Knot Worldwide, a platform for wedding planning and vendors.

Janine Stichter, managing director and consumer retail and lifestyle brands analyst at BTIG, explained that these companies view the bridal industry as a natural fit for their business. This is because they already offer products in similar categories.

She also mentioned that many of their main customers are older GenZers and younger Millennials. These demographics are at the perfect age for getting married and attending weddings.

“The move into wedding wear makes sense so long as it’s not a distraction from their core business,” Stichter said.

One-stop-shop for jeans and a wedding dress

Abercrombie & Fitch, a well-loved brand among teenagers, has transformed its image by moving away from its previously sexualized marketing approach to offering stylish and age-appropriate clothing that parents approve of. Continuing its evolution, the brand has now introduced a new line targeted towards brides.

In March, Abercrombie & Fitch unveiled the A&F Wedding Shop, featuring over 100 pieces for brides, the bridal party, and wedding guests. The collection offers a range of options, all priced between $80 and $150.

The collection goes beyond just dresses and includes bikinis, pajamas, and skirts for various events related to weddings.

“Our customers love long weekends, and when we asked them about their upcoming getaways, many mentioned wedding weekends, events related to weddings, and the important question of what to wear. This collection is designed to answer that question perfectly,” said Carey Collins Krug, the chief marketing officer of Abercrombie & Fitch Co., in a statement announcing the launch.

Online trendy fashion seller Shein sells bridal wear that costs $100 or less.

Online trendy fashion seller Shein sells bridal wear that costs $100 or less.

Forever 21 recently launched its first bridal collection in April, offering affordable options ranging from $9 to around $50. The collection includes a variety of items such as dresses, sleepwear, and accessories like a unique wedding cowboy hat with a veil attached. For example, a white strapless satin and lace midi dress from the bridal shop is priced at just $24.29, while a stunning white split-hem halter midi dress perfect for the altar is only $27. These prices are a steal compared to the average cost of a wedding dress last year, which was $2,000.

Lulus, a popular fashion chain from California, recently opened its first bridal boutique in Los Angeles in February. The boutique offers a range of dresses from $100 to $270.

According to Crystal Landsem, the CEO of Lulus, brides can now achieve a luxurious look without having to overspend. She stated in February that at Lulus, brides do not have to compromise on style or budget - it's a reality, not just a dream.

Lulus recently expanded into the wedding wear market in 2019, and now they have opened a standalone bridal boutique. This new venture allows the brand to provide brides with the same customer-first experience they offer online, but in a physical store.

According to Allyson Rees, a senior insight strategist at WGSN, this decision is a smart move for Lulus. She believes that bringing their online experience to life for brides is a strategic move that will benefit the brand.

"To resonate with Gen Z, bridal collections must align with how this generation shops. Despite being constantly online, 97% of US Gen Z still prefer shopping in physical stores," Rees explained. "Trying on wedding dresses remains a significant milestone for Gen Z, who value the tradition. Brands should focus on creating engaging in-store experiences that promote social interaction."

As the oldest GenZers reach their mid-20s, they are starting to get married and are putting their own modern twist on weddings. They are letting go of old traditions and embracing new ideas.

These younger non-conforming consumers are also being influenced by the need to be more cost-conscious than Millennials. They are finding ways to make weddings more affordable and unique to reflect their values and preferences.

Rees mentioned that the cost-of-living crisis has impacted Gen Z, leading to financial insecurity. More than half of them are managing paycheck to paycheck, and a third are residing with their parents. This has resulted in a rise in the popularity of fast fashion, especially for affordable and trendy wedding attire.

David's Bridal

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Brides are excited about wearing black wedding dresses. Wedding fashion is becoming less traditional, according to her. One trend that became popular during the pandemic is the rise of black wedding gowns.

Gen Z is continuing the trend set by Millennials by embracing alternative colors and multiple outfit changes for brides. This opens up opportunities for fast fashion brands to cater to this evolving market, according to Rees.

One such brand is Shein, which started in 2012 and has become the largest online-only fast-fashion retailer globally. Shein offers bridal and wedding attire, with bridal gowns priced between $50 and $100 on average, with a maximum of $200. To showcase its latest bridal gowns and bridesmaid dresses, Shein will be launching a wedding-themed pop-up shop in Las Vegas over Memorial Day weekend.

Boot Barn has a new western-themed wedding collection of bridal dresses, cowboy boots, hats and accessories priced mostly at $400 and below.

Boot Barn has a new western-themed wedding collection of bridal dresses, cowboy boots, hats and accessories priced mostly at $400 and below.

"At Shein, we understand that Gen Z customers value affordable prices while still wanting fashionable and trendy styles. Our goal is to provide options that won't break the bank, especially as wedding attire transitions from traditional, occasion-specific outfits to versatile, stylish pieces that can be worn on multiple occasions."

Boot Barn, known for selling cowboy boots and westernwear, has recently introduced its first western-themed wedding collection. This collection includes bridal dresses, cowboy boots, hats, and accessories, most of which are priced at $400 and below.

Isha Nicole, senior vice president of marketing at Boot Barn, mentioned in an interview that there has been a rise in country weddings and casual garden weddings following the pandemic. Many people are opting to have outdoor weddings for budget-friendly options.

"Couples nowadays are opting for weddings that are more relaxed and unconventional, moving away from traditional and formal settings. Nicole mentioned that after observing these trends, they felt it was the perfect opportunity to cater to their customers."

Editor's P/S:

The entry of affordable fashion brands into the wedding industry presents a refreshing and cost-effective alternative for budget-conscious brides-to-be. These brands offer a wide range of stylish and trendy wedding attire at a fraction of the cost of traditional bridal boutiques. This shift is in line with the changing preferences of Gen Z and Millennials, who prioritize affordability and unique personal expression in their wedding celebrations.

The success of fast fashion brands like Shein in the bridal market underscores the growing demand for accessible and stylish wedding attire. These brands recognize the financial constraints and evolving tastes of younger consumers and provide options that align with their values. The move into wedding wear also presents a strategic opportunity for these brands to expand their customer base and tap into the lucrative wedding industry.