LETTER FROM AMERICA

Given that so many of the big-name designers that British brides love hail from across the pond, Peter Grimes’ report on the US market and retailer trends makes for a impactful reading

FIRST THE GOOD NEWS: US bridesto-be are returning to boutiques… and depending on their location are generally: ◗ grateful and accepting of health and sanitation requirements ◗ purchasing samples or off-the-rack gowns for close wear dates ◗ not shying away from better-priced goods ◗ appreciative of the highly personalised experience they expect and receive in a locally owned, independent bridal salon.

In general, many of the policies boutiques put in place to adhere to pandemic health and social distancing requirements appear to be permanent… or at least long term regardless of a return to pre-Covid-19 ‘normal’, including appointment-only with very little accommodation for walk-ins; bride plus three to four; fees for premium time slot appointments; upgraded Exclusive Experience appointments; prequalifying the bride prior to an appointment, and a more personalised approach to all client contact.

According to a recent VOWS survey in the US, 62% of responding boutiques indicated that walk-ins represent less than 10% of their current store traffic… which is not surprising as they encourage appointments over walk-ins in order to guarantee a bride-to-be a dressing room.

Essentially, brides of today still want that ‘moment’ in which they find their perfect gown, regardless of what may be happening (or not happening) with their event location, number of guests or size of bridal party… which is helping boutiques feel cautiously optimism about the future.

Part of this optimism is the result of brands and designers responding to the needs of their accounts by dropping minimums, providing no or low-cost quick deliveries, releasing smaller collections, and coordinating