Wedding Dress: An Industry in Change.
Nardos collection. Photography by Orchid Clay @theorchidclay
The U.S. bridal market, estimated at approximately $28.9 billion, is undergoing a transformation, reflecting the values and priorities of a new generation of brides. Flexibility, affordability, and ethical fashion are becoming just as important as lace and satin.
Today’s brides are embracing innovative options—from renting designer gowns for a single magical evening to choosing vintage dresses with history and heart. Yet, behind the scenes, the industry faces significant hurdles. Rising tariffs on Chinese imports have driven up costs for wedding essentials, including gowns, flowers, and even cakes. In response, major players like David's Bridal are adapting, shifting production to countries like Sri Lanka, Vietnam, and India to soften the financial impact and keep wedding dreams within reach.
Galia Lahav fitting wedding dress. Photography by Orchid Clay @theorchidclay
Market trends.
Over the past three years, the American bridal market has undergone some pretty fascinating changes—many of them reshaping how couples (especially brides) approach wedding fashion. Here's a breakdown of the most interesting shifts, with a focus on secondhand gowns, dress rentals, and the industry's responses:
U.S. Wedding Dress market in 2024: Sales Breakdown
The Rise of Secondhand Wedding Dresses
Eco + Economic Appeal: Brides are increasingly turning to pre-owned dresses as a smart, sustainable, and budget-friendly alternative to buying new. Many now value reducing waste just as much as saving money.
Market Growth: Sites like Stillwhite, Nearly Newlywed, and Poshmark have seen growth in bridal listings. A Vera Wang dress that retails for $8,000 might go for under $3,500 secondhand.: The wedding dress resale market offered significant savings, with brides saving between 50% and 70% through resale platforms. For instance, a Vera Wang gown originally priced at $8,500 could be resold for around $3,400.
Millennial & Gen Z Influence: Younger brides are leading this shift—often choosing pre-loved gowns for ethical reasons and a love of vintage aesthetics.
Stylist Wilfree Vasquez visiting Ricca Sposa station at New York Bridal Week. Photography by Orchid Clay @theorchidclay
Dress Rentals Become Mainstream
From Taboo to Trendy: Just a few years ago, renting a wedding dress was rare. Now, it's trending—especially in urban areas where storage and budget matter.
Rental Platforms Surge: Startups like Borrowing Magnolia, Rent the Runway Bridal, and The Wedding Dress Rental Company have expanded their inventories and offerings.
Price Advantage: Brides are saving thousands—renting designer dresses for as little as $200–$600 instead of buying for $2,000+.
Multiple Looks: Many brides now rent more than one dress—for the ceremony, reception, and afterparty.
How the Bridal Industry Reacted
Retailers Adjusting Strategies:
David’s Bridal, for example, embraced secondhand sales by offering its own resale and consignment channels.
Some boutiques now include rental and resale sections in-store, something almost unheard of before 2020.
Designer Adaptation:
Designers are starting to offer "rental-friendly" collections—gowns that are more durable and designed to be reworn.
Others, like Danielle Frankel, lean into fashion-forward bridal looks that are versatile enough to rewear for other occasions.
Pop-up and Short-Term Rentals:
New services offer wedding weekend wardrobe rentals—including dresses, veils, accessories, and even outfits for bridesmaids and mothers of the bride.
Nardos dress. Photography by Orchid Clay @theorchidclay
Cultural and Consumer Shifts
Minimalism & Conscious Consumerism: Brides want to look great—but are increasingly driven by values like sustainability, conscious spending, and reducing clutter.
Social Media & Rewear Culture: TikTok and Instagram made reusing dresses cool—showing how one gown can be styled in multiple ways or re-worn for vow renewals, elopements, or anniversary shoots.
"Buy Once, Resell Later" Mentality: Some brides now budget with resale in mind, planning to resell their gown immediately after the big day to recoup costs.
How the industry works.
The American bridal dress industry is a fascinating blend of tradition, fashion, retail logistics, and emotional significance. It’s not just about selling dresses—it’s about storytelling, customization, timing, and catering to one of life’s biggest milestones. Here's a breakdown of how the industry works, from design to dress fittings:
Dress fitting at NY Bridal Week. Photography by Orchid Clay @theorchidclay
1. Design & Manufacturing
Fashion Houses & Designers:
Top bridal fashion houses (e.g., Vera Wang, Monique Lhuillier, Pronovias) release seasonal collections just like ready-to-wear fashion. These collections debut during Bridal Fashion Week in cities like New York.Mass Market Brands:
Companies like David’s Bridal and BHLDN create designs in-house or collaborate with external designers. These lines are more affordable and produced at scale.Manufacturing Locations:
While some high-end designers produce gowns locally, many dresses are manufactured overseas (e.g., China, Vietnam, India, Sri Lanka) due to lower labor costs. Tariffs and global logistics impact pricing and availability.
2. Wholesale Distribution to Retailers
Bridal boutiques (small independents and chains) buy samples from designers at trade shows or showrooms.
Boutiques don’t usually carry large inventories—instead, they stock sample dresses in a variety of sizes and styles for brides to try on.
When a bride chooses a dress, the boutique places a custom order with the designer or brand, typically based on the bride’s measurements.
3. Customization & Fittings
Most bridal gowns are made-to-order (not made-to-measure), meaning they’re produced in a standard size and then altered locally to fit the bride.
Customizations like neckline changes, added sleeves, or different colors are often available (for a fee).
Brides go through 1–3 fittings in the months leading up to the wedding.
4. Price Tiers & Market Segments
Budget: $100–$800
Often found at chain stores, fast fashion brands (ASOS, Lulu's), or resale platforms.Mid-Range: $800–$2,500
Includes brands like BHLDN, Watters, or Maggie Sottero—popular with many American brides.Luxury: $3,000–$10,000+
High-end designers offering couture-level gowns, often handmade and customizable.Custom Couture: $10,000+
Fully bespoke pieces from elite designers, with personal fittings and exclusive fabrics.
5. Sales Channels
Bridal Boutiques: The classic experience, offering fittings and expert guidance.
Online Retailers: Growing fast—especially post-pandemic—via platforms like Azazie, Lulus, and e-commerce from major designers.
Big-Box Retailers: Stores like David’s Bridal offer extensive options at multiple price points, including prom and bridesmaids.
Resale & Rental: Peer-to-peer marketplaces, boutique resellers, and rental companies like Rent the Runway are reshaping the access and affordability of bridal fashion.
Ricca Sposa showcase at NY Bridal Week. Photography by Orchid Clay @theorchidclay
6. Alterations Industry
A huge but often invisible part of the bridal world. Most dresses need alteration for length, bust, waist, or even redesign.
Many boutiques offer in-house seamstresses, but brides can also find independent bridal tailors.
Alteration costs average $200–$600, depending on complexity.
7. Timeline & Planning
Most brides start shopping 9–12 months before the wedding, due to long lead times for made-to-order dresses. This accounts for:
Design selection
Manufacturing time (typically 3–6 months)
Shipping
Alterations
Final fitting
Galia lahav design. Photography by Orchid Clay @theorchidclay
Industry opportunities.
Sales events like "National Bride Sale Day" are a great cost-saving strategy for brides looking for the perfect wedding dress. Here's how they work:
Deep Discounts on Dresses: During these sales, bridal stores typically offer substantial discounts, often 20% to 50% off (or more) on selected dresses or entire collections. This can mean significant savings for brides, especially considering the high cost of many wedding dresses.
Exclusive Offers: Some bridal stores offer special promotions only on the sale day or event period, such as free accessories (veils, shoes, etc.), additional discounts on accessories, or even special financing options. These exclusive deals add value and make it easier for brides to stick to their budget.
Clearance of Older Styles: Many bridal boutiques will use these sales events to clear out older stock or previous collections to make room for new inventory. While these dresses may be from earlier seasons, they are often still in perfect condition and available at a fraction of the original price. Brides can find a beautiful gown that’s just as stylish for less.
Opportunities for Negotiation: In some cases, especially in smaller boutiques, these events give brides an opportunity to negotiate a better deal. The competitive environment created by sales often leads to more flexible pricing, added perks, or bundling options (such as discounted bridesmaid dresses or wedding accessories).
Time-limited Urgency: Sales events like this create a sense of urgency. Brides who are on the fence about a particular dress may be motivated to purchase during the event to take advantage of the discounts. This can be helpful if the wedding is on a tighter timeline, or if the bride is looking to find the perfect dress without breaking the bank.
Wedding Package Deals: Some bridal shops bundle wedding-related services (like alterations, veil fitting, or consultation fees) with the dress purchase during such sales, giving you more value for the same cost. You may also find packages that include bridesmaids' dresses or other wedding day accessories at a discounted rate when purchasing a gown during a sale.
Nardos collection. Photography by Orchid Clay @theorchidclay
Top Platforms for Wedding Dress Rentals
Rent the Runway. Wide range of designer gowns available for rent.
Nuuly: Subscription service offering bridal wear among other categories.
Curtsy: Peer-to-peer rental platform focusing on community-based exchanges.
Laine London: Black-owned bridal rental business offering tailored gowns.
Top Platforms for Wedding Dress Resale
KleinfeldAgain.com: Verified pre-owned dresses from a trusted retailer.
Galia Lahav's Re:Galia: Luxury bridal gowns including exclusive and archival pieces.
Tab Vintage: Vintage and secondhand wedding attire with a curated selection.
The RealReal: High-end resale platform offering authenticated designer wedding dresses.
Brides Do Good: Platform allowing brides to donate dresses to support charitable causes.
Stillwhite: world's largest online marketplace for preowned, sample, and designer wedding dresses, enabling brides to buy and sell gowns securely and affordably.
PreOwnedWeddingDresses.com: now rebranded as Nearly Newlywed, is a leading online marketplace for buying and selling new or gently used wedding dresses, offering a secure platform with flat-rate listing fees and buyer protection services.
Poshmark: Social commerce platform where users can buy and sell new or secondhand fashion, home goods, and electronics, fostering a community-driven marketplace with over 80 million users across the U.S., Canada, Australia, and India.
