It’s a sad day when you hear of any retail business close its doors for good. The shock news of Alfred Angelo, a global wedding brand, and Benjamin Roberts closing has left many retailers questioning what’s going on. Every retailer in the UK is under pressure from a shift on spending in-store to online, and that goes for bridal too. The retail landscape is shifting, but not necessarily in the right direction.
Who would have thought you could replace the experience of buying the most expensive, important and treasured dress of your life, that evokes feelings of joy and happiness, with a cold, online transaction? Who would have thought that going to a mass manufacturer with huge outlets across the UK, where you buy a dress off the peg, without fittings, consultations or advice, would replace the experience of a bridal shop advising and indulging you?
Cheap Not Always Cheerful
But sadly, for some girls these cheap wedding dress options are attractive. If you have never done this before you could be excused for not knowing your designer wedding dress from your copied mass manufactured dress. But, not wanting to sound like a total dress snob, you really do get what you pay for.
Each week I have so many calls asking us to help brides ‘fix’ a wedding dress they bought online. Usually it either doesn’t fit them, the colour is wrong, it’s too short or just plain weird. We have girls crying down the phone to us, but sadly not one bridal retailer in the land would take on such a challenge. If it’s not cut right on the cutting table it will never fit properly at the fittings.