Letter from America Opening nicely…but with a load of stress. Peter Grimes, Publisher of VOWS magazine, gives us an update of how things are across the pond
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are indicating that they set all-time eports from stores and sales records for June and July, manufacturers across which were traditionally slow the US, and from those attending the recent Atlanta months, pre-Covid. Bridal Market, confirm rather positive • Little push back on gown costs, news about the current state of with a majority of brides showing bridal apparel retail, but also reveal flexibility with their budgets, an increasingly stressful working environment, which many of our front often choosing higher priced gowns. Their sentiment being that line stylists are enduring. everything else they purchase is increasing in price, and so no First the positive… surprise that the ‘one’ was a bit • Very strong sales and full more costly. appointment books: many stores
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• Larger bridal parties are back, with five to six attendants in mix-andmatch gowns, colour-coordinated to the bride’s choice. • Mothers of the wedding are also back, choosing to purchase their dresses from bridal boutiques with sales staff who understand their particular body issues. and that can provide the options and styles they need. Price points here are also a bit higher: $300-500 US on average. • Brides married during the COVID era, often in civil ceremonies with very limited guests, are planning a full wedding reception/celebrations on or near their first anniversary, and often with a new gown. • Brides spending on accessories is also on the upswing, with many
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