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Target Will Sell Wedding Gowns

Jill Devine

When it came time for me to pick out a wedding gown for my upcoming wedding, I was super nervous for a lot of reasons.  One – I wanted to make sure I picked the right dress for my body.  Two – I didn’t want to spend a crazy amount of money on a dress that I would only wear once.  Three – I wanted to pick a dress that fit my personality, but also a dress that Brian would love.  After I found my gown, all of my nervous thoughts went away.

There was something very special about being in a bridal shop, playing dress up for my mom, sister, future mother-in-law, and future sister-in-law.  I truly did feel like a princess.  It wasn’t something I wanted to do all day.  I was happy that I found my dress the first day I went.  I know some brides that loved trying on dress after dress after dress.  Not me!

Since I am a bride-to-be, any time I see something about weddings, I stop and read it.  Today, I came across an article about Target getting into the bridal business by selling wedding gowns.  Here are the details:

The average woman spends $1,211 on her wedding dress, according to a survey of 20,000 brides from the Knot. In fact, the average cost of a wedding is the highest it’s been in years at $28,427. With sites like Pinterest providing opulent inspiration and an increased focus on celebrity wedding style, it’s no wonder that ladies are spending so much, but sometimes our budgets don’t match our dreams. Thankfully big brands are eager to fill our needs and this market void with gorgeous looks for less.

Many mass retailers have jumped on the bridal bandwagon in recent years, from J.Crew to Urban Outfitters to Costco. Vera Wang’s collection for David’s Bridal has also been a big hit. Now Target is the latest big-box store to offer wedding gowns, with dresses ranging from $99.99 to $129.99. So the next time you’re picking up flip-flops, detergent, and cat litter you can also buy your wedding dress! Last-minute brides with shotgun weddings: Yes, you can even buy them online.

Target’s four new bridal gowns are by Tevolio, whose name is inspired by the Italian phrase “Ti voglio” which loosely translates as “I love you.” The satin styles come in porcelain white or antique ivory and a wide range of sizes, from 2 to 28. A soft cowl-neck option and basic strapless gown sell for $99.99, while a cap-sleeve style and ruched gown with a wrap neckline cost $129.99. Also in the Tevolio bridal collection for Target are 10 bridesmaid gowns, which sell for $69.99 and come in a wide variety of colors, and two flower girl options, starting at $24.99. (We also spotted some precious teeny-tiny tuxes for ring bearers available for $40.) Less formal brides may opt for the more affordable and still lovely bridesmaid gowns in white, as they are available with both long and short hemlines.

Jennifer Lansing from the product development team at Target explained in a press release what makes their bridal line unique. “We make sure that each of our dresses has something special,” said Lansing. “For example, some dresses have a removable flower pin. You can wear the dress with or without it. Many of our dresses have pockets—even bridal gowns. We know that most brides don’t exactly carry a handbag during the ceremony. And she needs lipstick!”

Lansing says the convenience of shopping from home has major appeal for busy brides as well. “The Tevolio page on Target.com includes a detailed fabric glossary with all the colors of our dresses, for example. The online experience will also include jewelry, shoes, and foundation garments, so there’s everything a bride needs in one place!”

While it’s hard to imagine not trying on wedding dresses in a store with a mom, sister, or friend in tow, some people might find buying their dress online a convenient way to go. And we’re always excited about new affordable options and one-stop shopping. At Target you could set up your registry, buy party supplies, and even pick up thank you cards. For some brides, this may be the way of the future.

More from Jill Devine

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