EU R O P EA N BRIDA L WE E K D EC LA RE D A TR I U M P H Within hours of opening up the doors at Messe Essen to the very first live international bridal exhibition of 2020, exhibitors and show visitors alike were in celebratory moods
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or the past four months the bridal industry, as so many others, stagnated during lockdown. Designers were unable to see their customers and present their collections, retailers were forced to roll down the shutters on business, and brides have had no option other than to postpone their wedding date. With shows across the world on hold and then cancelled, the outlook has been grim. Many big brands went ‘virtual’, capturing their ranges on
film and using social media platforms to keep their name alive. Smaller labels, without substantial marketing budgets, struggled to stay in contact with their customers and their suppliers. And retailers everywhere have lived in fear for the future of their business. All that changed when European Bridal Week launched its three-day show in Essen at the beginning of July, many months later than originally planned. Showcasing more than 380 labels – international brands included Justin Alexander, Morilee, Demetrios, Allure Bridals, Ellis Bridals, Kenneth Winston, Eddy K, Herve Paris, Madi Lane, Cymbeline, Jarice and Wilvorst – the event attracted over 2,000 attendees – a far greater number than anticipated and only 28% down on the previous year’s visitor figures. European Bridal Week saw retailers approaching the buying opportunities with a new-found enthusiasm: “It is amazing how quickly you can put the problems of recent months behind
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you,” said one bridal shop owner from Munich. “Being here is dazzling. Seeing all things new is inspiring. Meeting colleagues and friends you have not had dealings with for an entire season is exhilarating. It’s like coming out of the grey and into the sparkle. “The restrictions that have necessarily been applied to ensure everyone’s safety are something we are already used to, so it’s no big deal and they certainly do not remove the sheer joy of feeling that you are back in business.” The exuberant atmosphere at the show says so much about the bridal industry itself and its ability to turn negatives to positives and pessimism to optimism and to move on to the next stage of its development. This is encouraged in no small way by renewed enthusiasm from brides themselves who now want to find their dream dress. The buzzword now is 2021 – expected to be a great year for sales; this show has set the pace.
