Let”™s face it ”“ the business of bridal is booming or is it better to say it”™s blooming since statistics reveal it is a double-digit billion-dollar industry in the U.S.
Despite the economic downturn, people were still getting married. Perhaps it was the gloomy economics that fueled the desire to fall in love, to commune and to celebrate.
Or maybe the new wedding-themed shows like “Say Yes to the Dress,” “My Fair Wedding,” and “Bridezillas” had something to do with it. (There”™s even “Bridalplasty” depicting blushing brides vying to go under the knife to beautify their bodies before their big day.)
Throw in a photogenic boon for the industry ”“ the Royal Wedding ”“ and a paparazzi dream ”“ Kim Kardashian”™s 72-day nuptials ”“ and the stage is set for a yearning of all things lace, white and wonderful.
But with all the round-the-clock wedding coverage by the E!s of the world, has it influenced consumers”™ buying behavior?
Not necessarily, says national pop culture critic, historian and Fordham University professor of communication and media studies Paul Levinson.
“Weddings are about as fundamental as you can get,” Levinson said. “That”™s how we get into future generations ”“ the security of knowing your genes are living on. What is interesting is how television has made the very act of getting married more exciting than it actually is. Even if you”™re not a celebrity, it becomes a celebrity act watched by people who don”™t know the bride or groom.”
Alison Fischer, owner of The Plumed Serpent Bridal Salon & Boutique in Westport, Conn., says the act of “shopping” for a ceremony has transformed into much more of an “experience.”
“More people are coming to the (fitting) appointments, brides are being put on a pedestal,” Fischer said. “They”™re looking for the ultimate experience instead of looking at it as a goal-oriented task.”
Though brides may pray their experience skirts the fitting scene in the comedy “Bridesmaids,” there is still some truth in the group think portrayal of girlfriends prepping for a friend”™s big day.
“It becomes a year-long venture in planning,” Fischer said. “Weddings 10 years ago compared to now”¦ it has become a weekend thing. It starts with the rehearsal dinner on Friday and ends with brunch on Sunday.”
At the Tarrytown House Estate and Conference Center, the very notion of the wedding experience has become a marketing tool in and of itself for the charming historic property overlooking the Hudson River.
“More of the focus has been on the destination, whereas in the past, it was more on the food,” said Anthony Amendola, director of sales and marketing at Tarrytown House. “Now, it”™s ”˜What will they do after the party?”™ What will they do the next day for breakfast?”™ It”™s become more than a four-hour, traditional cocktail party. It”™s not just a day to celebrate. It”™s becoming a two- or three-day party.”
When Kate Middleton and Prince William wedded in Great Britain last spring, there was a formal tea at the queen”™s and a late-night rendezvous at Prince Charles”™s palace.
Rumor has it, the festivities continued for days.
Everybody squirmed to see the outfits that would take Middleton from day to night.
“Who will design the dress?” became a question on caliber with “Who will be the next president?”
“We carry Monique Lhuillier and if a celebrity is getting married, they”™re getting married in her dress,” Fischer said. “A lot of times (customers) come in because they see so many celebrities are wearing her gowns. They might say, ”˜I like Ivanka Trump”™s dress or Pippa (Middleton”™s) dress, but they don”™t want to copy anything.”
The increased exposure to celebrity nuptials may inspire wedding design and event-day excess, but brides (and grooms) are inherently still in control of their own destiny.
There”™s a fantastical element of any milestone, be it a wedding or a new baby.
“The media doesn”™t concoct things that don”™t exist in reality,” Levinson said. “There”™s a vicarious aspect to it. It”™s fun to be in the audience when someone is getting married. Television has always been great at doing that.”
