Agenda-setting intelligence, analysis and advice for the global fashion community.
At Happy Isles, a popular vintage bridal boutique with locations in New York and Los Angeles, brides-to-be have the choice between two dress try-on appointments.
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Brands that have not traditionally offered bridalwear are flocking to the category, banking on driving revenue through seamless production crossover and weddings’ ability to drive social media visibility and customer loyalty.
As Gen-Z begins to head to the altar, their emerging bridal preferences can create fresh revenue-generating opportunities for beauty companies. But savvy marketing and deployment is needed to fully realise their potential.
A wide spectrum of brands, from emerging labels to mass retailers, are looking to cater to Gen-Z and Millennial brides looking for a more unconventional take on wedding wear — and multiple ensembles.
Haley Crawford is Marketing Correspondent at The Business of Fashion. She is based in New York and covers the marketing and public relations industries.
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