Bridal Gown Shopping Can Be FUN!!

If you are one of the thousands of couples getting engaged this holiday season I have something to share with you:  For bridal salons across the U.S., the entire month of January is ‘Black Friday’. In fact, if you have even a hint that you might be getting engaged over the Holidays, it might be wise to book an appointment now because on December 26th you might be on hold for a while.

Before you arrive for your first appointment to try on bridal gowns it is wise to be prepared:

LOOK YOUR BEST– Do your hair and makeup – you might want to take a snapshot of the gown you bought. Cell phone cameras and  cameras seem to enhance skin flaws and dark circles. Look your best head to toe and you will feel better, after all you are trying on wedding gowns and the better you feel the better you will look.

UNDER THE GOWN – Wear your nicest undergarments,  heels (the height you plan to wear) and pantyhose if you like. Also if you feel like you might need some extra control, take some spanx with you.

SUPPORT GROUP -Your mom, sister, best friend or anyone who will offer support and a reality check but, don;t take too many people or their opinions may drown each other out. Take only the peope who have an opinion you trust. If someone asks to go and you dont want them to – tell them the bridal salon limits the number of people who can accompany you, its actually true in many cases.

FIRST TIME’S A CHARM – It is true that many bride’s fall in love with the first gown they try on. This happens when the bride has a clear vision and can verbalize her choice (including budget) to an experienced Bridal Consultant. Your consultant knows the store’s inventory and how each designer’s gowns are cut and priced. If you can get her to visualize your description – you are that much closer to success!

PICTURE THIS– Take photos of gowns you found in magazines or on  the internet. But, make sure the salon carries that designer. It is your responsibility to do a little homework and find salons that carry the gowns in the styles and price range that you like. Imagine going into a Mercedes dealship with pictures of Toyotas….

CHECK PLEASE– Bring whatever form of payment you will want to use because once you have found a gown that you love, it is time to stop shopping. Salons require a 1/2 deposit to order the gown and the balance is due upon arrival.  The deposit is usually based on the entire balance, including tax and extras (extra length, size or custom orders).  While you are at it, make sure you read the sales contract thoroughly so there are no surprises.

If you show up for your frst appointment fully prepared, you are more likely to have a successful and stress-free shopping experience – it can even be fun!!

-Penny Frulla for Bridal Expo Chicago

 

 

 

What is it with Big Box Bridal?

A long time ago when a woman became engaged she headed to a  small, local boutique and ordered her dress which was nearly made-to-order.

Her other option was to hire a local seamstress to create her dream gown. Expensive designer gowns were limited to  the mega-rich and superstars. Those small boutiques were based on one thing: customer service. Many times the owner knew the bride, sometimes her whole life and could very easily help her select her gown since they had a personal relationship.

For the most part, almost all department stores had bridal  and bridesmaids gowns but they began to fade in the 1980’s and by 1990 were almost completely gone.  The rare exception to the department store shut-down, Marshall Fields (now Macy’s) expanded the bridal department and has become a Chicago legend with their unique level of customer service and selection of gowns. I cannot speak for the other Macy’s stores but this brand has become synonymous with bridal success in Chicago.

Since late 1990’s everything is available at the click of a button on the internet and some brides are quite comfortable buying a gown they have never seen or tried on, in an undetermined size, off of a site that may or may not have any real credentials in order to save money. To me this sounds like a bad idea and I always discourage brides from buying gowns in the internet for one reason – customer service. Plus, we all know you get what you pay for.

A few years ago Target tried selling wedding gowns by Isaac Mizrahi. They were priced around $99. I had the ‘honor’ of seeing the entire collection as it  arrived in boxes at a media event. The only one I recall was made of what I would consider to be the cheapest fabric I’ve ever seen. The collection lasted about as long as this blog and I doubt if anyone even remembers that belted monstrosity or its similarly cheap counterparts. I am not sure whatever happened to Mr. Mizrahi’s failed attempt to enter into the bridal market but I would guess it had something to do with ….. (wait for it) ……customer service?

Recently select Costco stores began selling Bridal gowns at weekend trunk shows.  Don’t get me wrong –  I love everything about Costco, I’m just not sure that I would want to try on a bridal gown next to a 50 lb bag of dog food and a 15 lb bag of frozen chicken breasts. I saw the gowns and they were lovely but I couldn’t help but think something was missing. What was it? Oh, yeah – customer service.

This week when I read the news that Priscilla of Boston is closing all of it’s stores nationwide by the end of the year, my heart sank. Priscilla of Boston has been dressing brides for 65 years from every walk of life – including former first daughter Tricia Nixon who was married in the White House’s Rose Garden (it’s the only Rose Garden wedding to date) for her wedding to Edward Finch Cox. She appeared not once, but twice on the cover of Life magazine in a dress designed by Priscilla Kidder herself. I remember this very well because I was about 10 years old and was so enamored with the gown and all of the trappings, I persuaded my mother to buy the “Tricia Nixon Paper Doll” set for me. My love affair with weddings and bridal gowns began with Priscilla Kidder and Tricia Nixon.

So what’s next for Bridal? Will we be seeing bridal gowns stuffed on the clearance racks at Wal-mart next to the team apparel? Hopefully not. If my hunch is correct, this will move brides back into the direction where they came, directly to the bridal salons and boutiques who specialize in service. The same salons who hold trunk shows where you can get the ultimate in customer service by the designer him or herself. The ‘cash and dash’ of big box stores is just not suited for the bridal industry. Brides need assistance. They need ( at a minimum) someone to help them into the gown and more often than not an honest opinion.

Anyone in bridal retail will tell you that it is unlike any other form of retail sales. The level of service is so high that consultants are expected to be  encyclopedias of information. Bridal Consultants are trained to know about shipping, fit, construction, size, fabric and every single detail of the process…. especially customer service.

-Penny Frulla for Bridal Expo Chicago