Vera Wang Bride Shares Alternatives to Its Couture Counterpart
Laura McQuarrie — April 15, 2021 — Lifestyle
References: harpersbazaar
Getting married in a Vera Wang bridal gown starts at around £4,000 but thanks to a new partnership between Pronovias and Vera Wang, Vera Wang Bride is a new label that helps to make this option more accessible than ever before. Pronovias will manufacture and sell Vera Wang Bride, a label that will retain the same level of quality and craftsmanship as ever, with prices that are around 60% less than their couture counterparts. With prices ranging from £1,300 - £3,000, Vera Wang Bride appeals to modern brides with a whimsical and youthful spirit.
The inaugural Vera Wang Bride collection is set to share 60 bridal gowns and 60 special occasion dresses. Sketches from the collection share styles like pleated ball gowns with thigh-high slits.
The inaugural Vera Wang Bride collection is set to share 60 bridal gowns and 60 special occasion dresses. Sketches from the collection share styles like pleated ball gowns with thigh-high slits.
Trend Themes
1. Affordable Luxury - The trend toward more accessible luxury labels encourages companies to optimize production and distribution to offer aspirational products at lower price points.
2. Mass Customization - New production technology allows companies to offer more customization while maintaining speed, scalability, and affordability.
3. Sustainability - Providing conscious consumers with eco-friendly and ethically produced wedding dresses can be a game-changer for brands and the industry as a whole.
Industry Implications
1. Bridal Fashion - By adjusting the production and distribution strategy, fashion brands can create more accessible and inclusive bridal lines that cater to a wider range of consumers.
2. Retail - By leveraging technology and data, retailers can improve their supply chain and offer more customized and sustainable options for their customers.
3. Wedding Planning Industry - The shift toward more inclusive and reasonably priced bridal fashion can transform the wedding planning industry, especially for price-sensitive customers and budget-conscious couples.
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