Fast-fashion brands are saying “I do” to the booming wedding market

Fast-fashion retailers are getting in on the booming wedding market.

Grab your dancing shoes — and your checkbook — because it’s officially wedding season.

A bride and groom smiling at each other.

And if you’ve recently found yourself ogling at a drone show or dining under the stars in Tuscany, then you might’ve noticed that the wedding industry has gotten a little out of control.

Tying the knot these days means coughing up some serious cash:

  • The average cost of a US wedding was $35k in 2023, up from $30k in 2022, according to survey data from wedding website The Knot.
  • More than half (56%) of newlyweds took on debt — credit cards and loans from banks or family members — to pay for their weddings last year.
  • And 31% said they regret how much they spent on their wedding.

If that’s not all bad enough: One study suggests that weddings under $1k have a lower probability of divorce than those exceeding $20k.

For richer or poorer

With all those scary stats, young consumers aren’t only looking to save a buck, they’re shirking some outdated wedding traditions altogether.

And the fashion industry has taken notice, with brands once relegated to casual clothing taking the dive into the wedding space, per CNN.

  • Abercrombie & Fitch launched a Wedding Shop with 100+ items for brides, bridesmaids, and guests priced between $80 and $150.
  • Forever 21 introduced its first bridal collection in April with items ranging from $9 to $50.
  • Shein, the world’s largest online-only fast-fashion brand, offers wedding dresses for $50-$200 — a far cry from the ~$2k price tag for the average wedding gown.

Even brands you wouldn’t expect are vowing to give consumers new options: Boot Barn, a western clothing retailer, launched its first wedding collection with dresses, boots, and accessories.

While we might’ve just helped you save some money on your outfit, we unfortunately can’t help with the fact that you might be juggling multiple invites for September 21 — this year’s most popular wedding date.

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