ASOS is another retailer entering the reasonably-priced bridal market, as they are set to launch their first-ever bridal collection in March 2016. They will be offering 18 contemporary designs, such as two-piece co-ordinates, cape-detailer jumpsuits and 3D ivory lace gowns, with the highest price of £250. “We launched a bridesmaid collection last year, aimed at the twenty-something customer. It was hugely successful, so bridal-wear was the natural next step,” Vanessa Spence, Design Director at ASOS. “People want something that offers great value for money.”
J Crew spotted the opportunity back in 2004; today they offer dozens of $3000 to $4000 weddings gowns as well as unconventional bridal styles. Anthropologie in 2014 launched online bridal retailer Bhldn in 2011, offering wedding dresses from $1000 to $4000. Needle & Thread also developed a collection of contemporary bridal gowns exclusively selling on Net-a-Porter from December.