Letter from America Peter Grimes of VOWS magazine, the leading trade title across the pond, looks at busy markets...and those inevitable price increases
T
he Fall 2022 bridal market season in the US was very active, with boutiques buying deeply and enthusiastically… though they looked warily beyond the current volatility in costs and availability of goods, and the continuing issues of understaffing and over burdened stylists. All venues, including the round of pop up markets taking place in five US cities during March and April, showed a surprising and welcome buying intensity that was not limited to bridal apparel. Accessories, and prom, bridesmaids and mothers of the wedding apparel categories were also well shopped and pursued. Exhibitors and venues also reported a surge in attendance and
excitement by boutique owners preparing to open new businesses, and/or existing boutiques expanding their merchandising into bridal and accessory categories. Regardless of the category, design was front and centre, whether from an established brand or witnessed in new ‘private label’ bridal collections introduced by prom and special occasion houses. The trends For bridal, it was all about lots of lace and sparkle and exaggerated details; clean, modern styles; dramatic and eye-catching necklines; lots of slits (some not so subtle); a variety of hem lengths; stylish suits and jumpsuits; bigger, bolder sleeves,
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and finely detailed and embellished accessories. For prom, short dresses with open backs featuring lots of glitz and sparkle, many in iridescent colors, were one very visible trend. In general, the market venues and exhibitors worked diligently to create an exceptional experience for buyers, providing perks such as Instagram-worthy photo booths, some with props or 3D capabilities; informative educational seminars on topics ranging from digital marketing to boutique branding; mini cafes filled with sweet treats and custom cocktails, and knowledgeable reps showcasing gowns and accessories. In addition to the up-beat enthusiasm of boutique buyers and owners, often expressed as “the joy of being back and conducting business,” there was an undercurrent of exhaustion and concerns of maintaining a high level of boutique brand experience amid the crush of appointments with limited staff.
