ASOS Launch an affordable bridal range - are wedding dresses going mass market?

Asos revealed at its spring/summer 2016 press day, that they will be launching an affordable bridal range. The brand states that the comprehensive edit is one that will definitely get brides-to-be clicking when it launches on the site in April next year.
Something of a bridal greatest hits, the collection comprises of a range of silhouettes, including short, skater; strapless Grecian; and more traditional high-neck, long-sleeved styles - the highest price point of which will be £250. Accessories and shoes have been well-thought-out too, and according to a spokesperson for the company, a full look will come in at under £400 - a snip considering the quality of the collection.

Business Insider reported in October 2015 that other retailers have already jumped on the band wagon of selling mass market wedding dresses. 
J. Crew hopped on the wedding band in 2004, paving the way for other mass retailers to do the same. Most of the dresses are sold online or in the catalog. Ann Taylor dresses are even more modestly priced than J. Crew's — all are under $1,000, many are under $500, and some are under $250.
Even Target has forayed into the wedding industry with its line Tevolio.
Anthropologie has a bridal offshoot called BHLDN— but the dresses run on the pricier side, compared to other mass retailers. However, shopping at BHLDN — while potentially comparable price-wise to buying a dress at a boutique — offers stressed-out brides the ease of purchasing the dresses online, as does buying a dress online from any of the aforementioned retailers.
"Certainly as women—who are working and living very full lives—are planning a wedding, they're interested in shopping online," Christine Beauchamp, former president of Ann Taylor, said to The Wall Street Journal in 2010.
Wedding experts agree. "Especially for girls in a hurry,  it’s really great because the majority of J. Crew [wedding dresses] is online and in the catalogs," Anne Chertoff, WeddingWire's trend expert, said to Business Insider.
"It's really great and really easy," she added.
And mass market dresses tend to evoke the sentiment of a relaxed bride (which not all brides can confess to be).
Will we soon be seeing mass market bridal gowns in South African Retailers?

Article extracts from and Business Insider


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