As retailers search for new ways to attract more customers, one path may lead them right down the aisle. The wedding industry is a $60 billion behemoth, and the high-priced niche should be particularly attractive to retailers, which generally suffer from low margins.
This week, The New York Times reported on J. Crew's
J. Crew has been offering wedding dresses and other bridal accoutrements online for six years. This is its first store for that specialty, though -- a high-priced boutique definitely geared toward brides willing to spend one-of-a-kind prices on one-of-a-kind dresses.
Brides-to-be must make an appointment to see the goods, and the most expensive dresses are only available in one size. Once they're sold, that's that. Granted, upscale prices mean upscale service, too, including speedy shipping once a dress is ordered.
J. Crew's move into matrimonial matters might jar investors used to thinking of the company as a mall-based brand. Yet the clothier is by no means the only retail chain delving into the bridal business. Last spring, Urban Outfitters
A tide of free-spending "bridezillas" could probably bring in crazy good business for struggling retailers. However, the overall economic climate is pretty lackluster, and I'm pretty sure that financial reality brings many starry-eyed brides-to-be back to their senses these days. The recession has already taken a toll on wedding-planning website The Knot
When it comes to finding new, imaginative retail endeavors, I wouldn't bet against J. Crew and Urban Outfitters. Both are well known for having wicked good merchandisers at the helm. Retailers like Gap
I'm interested to see whether wedding bells can ring up the sales -- and brand interest -- for J. Crew and Urban Outfitters. Pass the tissues and hand me that little bottle of bubbles. This could be beautiful … provided nothing goes wrong.
