Unlike traditional retail, buying a wedding dress is still a mostly in-person, collaborative experience. Our time of social distancing—not to mention canceled and postponed weddings—is presenting bridal designers with unique challenges.
. Planners, florists, caterers, venue owners, musicians, makeup artists, and the myriad other professions involved in weddings are no doubt suffering losses right now.
Bridal designers certainly are, too. Unlike traditional retail, shopping for a wedding dress is still an in-person, collaborative experience: It often takes multiple appointments just to find “the dress,” followed by several fittings in a designer’s studio over the course of several months. In our time of social distancing, that just isn’t possible, and since showrooms and boutiques are temporarily closed, designers have no new orders coming in.
There’s also the question of what these designers can do right now, other than wait for things to blow over. Unlike ready-to-wear, in which collections are designed, produced, and shipped to stores, bridal designers make their gowns on a rolling basis. Now is the time they’d be meeting with brides with fall or winter weddings on the horizon, but since those women are staying home, things are likely pretty quiet.
Frankel is also working on relaunching her website next month with an option for virtual fittings, and she’s using the grant she won as a runner-up in the
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