H&M is capitalizing on a new attitude millennials have about weddings

pulse

April 6, 2018 2:18 PM

H&M has a new collection of affordable wedding gowns and bridesmaid dresses.

The retailer is likely looking to capture business from millennial shoppers who are choosing to dress in lower-priced, more casual dresses on their wedding day.
The casualization of the industry has dealt a massive blow to traditional bridal stores such as

H&M is going after price-conscious millennials with its wedding wear.

The retailer launched a new collection of affordable wedding dresses for brides, bridesmaids, and guests at the end of March.

Brides are able to pick up a traditional long white dress for as little as $129 and bridesmaid dresses from $59.99.

Its bridal dresses are currently only available online; cheaper bridesmaid dresses and accessories are sold in stores. One dress, which costs $299, was reportedly inspired by Kate Middleton's wedding dress.

Anthropologie, Asos, and Reformation all have cheaper bridal collections.

This shift has dealt a blow to traditional bridal stores, which are now facing pressure to also offer lower-cost styles.

In February, credit-ratings agency Moody's downgraded

"We have seen an uptick in the trend towards casualization in weddings, likely attributed to the increase in brides willing to shop online," a representative for David's Bridal told Business Insider. "We've certainly reflected this in our bridal assortment."

H&M, which has struggled with sales in the past few years, could now be well-positioned to scoop up a new set of customers.

pulse