Millennials prefer wedding dresses they can re-use


According to a report by Stylight, the ideal Generation Y wedding dress is both sustainable and affordable. (Rawpixel pic)

What is the ideal Generation Y wedding dress? This is the question that Stylight’s latest report attempts to answer, highlighting a real craze for “re-wearable” wedding dresses.

Millennials are not likely to buy a dress that they will only wear once in their lives; the goal is to find a piece that they can show off on other occasions.

Millennials seem to be preoccupied by environmental issues, even when it comes to planning their weddings.

According to data presented by the Stylight search engine, the generation born between 1981 and 1996 favours durable, re-wearable and, if possible, affordable wedding dresses.

The first lesson of the study is that no less than 71% of the wedding dresses clicked on are made to be worn on the big day, but also at other times.

Most under-40s do not want to be encumbered with a gown that will spend years under a cover at the back of a wardrobe.

Shopping and fitting sessions for brides-to-be could also become a thing of the past. More and more of the soon-to-be-wed are turning to online shopping for their gowns of choice.

Stylight reports a 352% increase in clicks on its”wedding dresses” category throughout 2019, with an average price of around US$890 for the most clicked garments, which is significantly less than the sums paid for designer dresses.

What do millennials think of traditions? While most brides-to-be opt for white dresses, some are turning to other colours, but without throwing caution to the winds. The search engine reports that 20% of wedding dresses are not white, with nude, pale pink and taupe being the most common alternative colours.

Reformation the brand of the moment

Stylight also analysed potential labels for millennials’ wedding dresses on the basis of three criteria: sustainability, re-wearability and affordability.

The brand that scored best was Reformation, which had global clicks up by 105% at the beginning of 2020, with the Verbena leading the ranking for the gown most-clicked by millennial brides.

The label overcame competition from Self Portrait (+99%), Les Rêveries (+90%), & Other Stories (+50%) and Asos (+23%), all of which also offer attractively priced wedding dresses.

Stylight based its report on internal data collected from its 12 million monthly users.

The timeframe studied for global clicks on wedding dresses was from January to December 2019 and the 600 wedding dresses analysed were ranked by the number of clicks for selected markets, namely the United States, Germany, Italy, and France, over a period that extended from January 2019 to January 2020.


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