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I’m Louise. Blogger. Wife. Designer of TruLu Couture Veils + Accessories.  If you’d like to know more, check out my bio.

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BeBe’s Gowns

Well, it looks like another retailer has jumped on board the wedding gown train (no pun intended). BeBe's will start selling their gowns in March 2012, along with bridesmaids dresses and accessories. All will be available on-line and will be carried in a few of their flagship stores: Oak Street in Chicago, Soho in New York, Rodeo Drive and Aventura in Los Angeles. Prices will start at $950 and are upwards of $2500.





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I imagine their gowns will be much like their clothing line – a little edgy/sexy/fun, a little tight, a little over-priced….

The good news is that the quality might actually be decent. While BeBe’s clothes are notoriously expensive, they aren’t total crap when it comes to craftsmanship.

Do we like the idea of more “regular” retailers selling wedding gowns? When I think about it terms of business decisions: I get it. First off, you need to stay relevant and competitive in the market. They need to step up and match The Limited, Nordstrom, Anthropologie. Second, retailers are taking MUCH shorter profit margins these days on their everyday lines. Adding a wedding mix into the product base – products that command a higher mark-up – adds in some financial protection/padding. BeBe’s has a fiercely loyal and young customer base as well – fits right into their demographics.

My concern is that the market is going to be flooded soon. You’ll have every Tom, Dick and Harry retailer selling wedding gowns. When that happens, you lose quality, prices drop across the board, the original specialty retailers, designers and bridal salons suffer. I wonder how long we will have to wait until Target is selling wedding gowns. I'll put down a Benjamin that it happens by 2014. Any takers?

These are the things I think about. Sometimes it exhausts me. 

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Reader Comments (10)

I have mixed feelings. I did the bridal shop thing for my Mom, and the bridal DRESS thing for my husband, but the truth is I really didn't want that. Now, because it wasn't all that important to me, I went and got myself a lovely, though fairly generic, Casablanca dress from a local shop that operates out of - get this - the basement of a doctor's office in a small mill town just north of where I live. As a result, I got the dress (custom sized and hollow-to-hem) for a trunk show price. No complaints. If I ever get around to getting it cleaned, I could probably sell it for close to what I paid for it.

But, on the other hand, I had a Mom who wanted to do the dress thing with her daughter. It was the ONE key thing Mom was excited about doing for my wedding, moreso than a lot of the other planning. She was so excited that SHE wanted to pay for my dress. However, not all women have that. Though I don't think that dresses that are in the same price range as the traditional bridal market necessarily fit that niche from a price point perspective, they can at least help out a girl who may want to skip the bridal fitting and just order something.

February 21, 2012 | Unregistered Commenteririsira

Does anyone besides me think this model is WAY too thin? Instead of making the dresses look good, she makes them look like they don't fit.

February 21, 2012 | Unregistered CommenterMom


Done! (sad that I remembered this.)

February 21, 2012 | Unregistered CommenterCathryn

Cathryn - come collect.

Looks like they tried it in 2009 and gave up? This article is from early 2009, back when i had just started wedding planning. It looks like they were WAY early in the adoption phase, which might have been too soon, particularly for a discount retailer. Target is one of those retailers that has to bounce delicately on top of the bell curve. Too soon and you miss the mass market, too late and you're well, too late. I wonder what happened? Verrrry interesting. Thank you so much for sharing this!

February 21, 2012 | Registered CommenterLouise

Did you know that Target is selling bridesmaid dresses now? I got that in an email. Reasonably priced, some of them are actually pretty cute. Just wondered if you knew. :)

February 21, 2012 | Unregistered CommenterChristy W

Target used to sell a limited few from Isaac Mizrahi, they were not bad, very simple. My friend wore one she found on sale for $45 and no one would have ever known. If you google "Target Wedding Dresses" you can find some pics in Google Images. I think they were all discontinued in 2009.

February 21, 2012 | Unregistered CommenterJenn

Back when my friend was getting married, in 2007, Target was selling wedding dresses. I remember because my friend's father became ill and she was worried that he wouldn't be around for her wedding. She wanted to push the wedding up, but her dress wasn't in yet and she found Target's Issac Mizrahi wedding line. The bridesmaid dress I wore for her wedding cost $30 from that same line. It was just a very basic dress, cotton sateen, spaghetti strap, fitted bodice, circle skirt. I've worn it many times since then, and it felt good and looked great. I can't speak to the wedding dress quality, since her father recovered and she didn't go that way, but it was the best bridesmaid dress I ever wore (and still wear).

February 21, 2012 | Unregistered CommenterJamie

I'm feeling underwhelmed by what I'm seeing here. Anybody else?

February 21, 2012 | Unregistered CommenterArtisan Flowers

@Arty Flowers - Totally. They seem pretty standard for potentially costing $2500.

February 21, 2012 | Registered CommenterLouise

Since I'm not from the US and don't know BeBe I can only agree with you, Louise and Arty Flowers. A little bla, almost a little vulgar for my taste and hey I'm European, we are said to be liberal in those kind of things, aren't we? ;)

February 23, 2012 | Unregistered CommenterKatja

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