After a year of postponed, canceled or drastically downsized weddings, bridal designers and retailers are gearing up for a boomerang effect.
While industry executives are optimistic about the future, the pandemic’s impact on the bridal business has been significant, with some companies reporting 40 percent declines. According to a recent Wedding Markets Research report, 2020 and 2021 are expected to be two of the worst years in wedding industry history, with spending and the number of people marrying declining. The industry is expected to lose $47 billion in total sales over two years, as well as 1.6 million weddings.
Couples are investing more in engagement rings and wedding bands, brides are shopping for more versatile separates for their rehearsal dinner looks, after-party dress, bridal shower apparel, courthouse wedding attire or anything else, Erlanger said. Given the somewhat limited availability of gowns caused by pandemic-related production delays or smaller collections, couples are more open to wearing different colors and prints, she said.
After David’s Bridal had to temporarily close its 300-plus stores in 2020, the company amped up online offerings. E-commerce was already an option for shoppers, but a virtual stylist was a new addition, as well as a free Blueprint wedding registry and the concierge chat bot “Zoey” that is available 24-7. Needless to say, Zoey is being put to good use if, for example, a bride “is up in the middle of the night panicked thinking if her dress will get there in time,” Lord said.
”I know time will resolve it. ‘Just how long will that take to get back to normal?’ is the question. By doing this, I may be giving hope that it is not so far away. It is right there in front of us and don’t lose hope,” Acra said. First-quarter orders have increased in the U.S. by 33 percent and the number of brides has increased by 2,000, due to optimism brought on by the vaccination rollout, pent-up demand and postponed weddings being rescheduled, Warshaw said. This year weddings will be held every day of the week, with Sundays being increasingly popular, since Saturdays are already booked. Newly engaged Warshaw said destination weddings are gaining ground.
The Amsale Archive, a five-style selection of gowns designed by the company’s founder, Amsale Aberra, is meant to help to increase diversity in the bridal industry. A portion of the sales from each purchase will go to the Amsale Aspire Initiative at the Fashion Institute of Technology, in memory of the late designer. The new program is designed to provide scholarships and opportunities for Black students to develop entrepreneurial skills and advance their careers.
After seeing a significant double-digit decline in sales last year, the company is already on track to exceed 2019 sales. Ready-to-wear and special occasion sales have been “a bit slow to come back,” since galas and charity events have not returned to 2019 levels. But Lhuillier’s licensing and home businesses have been “a shining star,” Bugbee said. There have been “huge increases,” thanks to the designer’s line with Pottery Barn, Pottery Barn Kids and the latest addition, Pottery Barn Teens.