The Low Marriage Rate Cast A Shadow Over The Prospect Of The Wedding Dress Industry.

With the change of the concept of wedding and wedding dress, many wedding dress brands and platforms offer donation, reuse, lease and other environmental protection programs, so that the wedding dress can become a dress that every bride can afford.

Earlier this year, Pronovias Group, a high-end wedding dress manufacturer in Barcelona, launched a program called "My Dress Her Future" to provide "second lives" for wedding dresses. Pronovias encourages customers to donate their dresses to the next store after the wedding ceremony. The group will donate the uniform to the Brides do Good Association of the United Kingdom. The association will sell these dresses at a second-hand price to women who are not particularly well-off.

Pronovias chairman Amandine Ohayon said: "we have reached a long-term cooperative relationship with the Brides do Good Association. We hope to set up a new standard for the wedding dress industry: abandon the previous concept of disposable wedding dress, so that the wedding dress can be reused."

In addition to donations, in France, Graine de Coton, Ma bonne Amie, Oh My Robe and other platforms have launched distinctive wedding rents and consignment services.

Graine de Coton is the first platform in Paris, France, which focuses on providing rental / consignment of hand / second-hand wedding dresses. Besides, it also provides wedding dress cleaning and repair services. Ma bonne Amie has provided an exhibition hall in Paris besides providing online wedding dress rental services for customers. Oh My Robe hopes that all girls can wear big or designer tailored wedding dresses. The price of second-hand wedding dress on the platform is very close to the people. Under normal circumstances, customers can buy second-hand wedding dresses hanging on the platform by the consignor for sale at a price of 45% to 50% below the original price.

At the same time, second-hand dress trading platform Vinted second-hand wedding products also gradually increased.

A report on fashion beauty products research platform Stylight points out that consumers of millennial generation value dress reusability more than the previous generation. That is to say, they will choose a dress that can be worn on special occasions such as weddings and on other occasions. Meanwhile, 35% of millennial consumers prefer wedding planning and wedding dresses on the Internet. Stylight statistics show that the average budget for a dress is 821 euros.

Data show that in 2019, France had only 227 thousand weddings, which was 25% lower than that in 2000 (305 thousand games). In recent years, the low marriage rate in Europe has cast a shadow over the prospect of the wedding dress industry. Last month, Pronuptia, the wedding dress brand of the French wedding industry for more than half a century, declared bankruptcy and permanently shut down all stores because it could not repay 9 million euros in debt.