Many brides who visit my store say they wish they had stopped in before making their final gown decision. Especially those that made the trek to the local D-store. It continues to amaze me how some bridal businesses prey on the emotional state of brides.
The statistics I once read in a bridal industry report:
1. brides will shop an average of 5 bridal shops
2. 30% of them visit the D-store
3. 70% of those visiting the D-store purchase their gown there!!!
Is it their pricing?
When D-store first opened they were an outlet chain. Gowns were reasonably priced. Have you seen their prices lately? Many of their gowns are $600-$1500! No longer a bargain.
Is it their selection?
They have a large store filled with gowns. But style selection is limited - they carry each style is every size... that is why they have a huge inventory of gowns on the floor. They carry each gown in white or ivory only – if you want the other color it will need to be special ordered.
Is it their alterations?
Brides have the perception that they are obligated to have alterations done by the store where they purchased their gown. What incentive does the store have to sell you the proper size gown if they know they will be doing your alterations for an additional charge? Isn’t that a conflict of interest. Alteration departments are money-makers and you don’t know how experience the staff is, especially from a chain store. Proper fit is so important that my advise it to pay the dress in full and you can take it to a professional seamstress. (Some boutiques still offer included alterations – just be clear about what that really includes. For example a bustle may not be considered an alteration. Remember, there is no free lunch. The seamstress has to be paid one way or another.)
Is it their service?
The salespeople are working for commissions - the higher their sales volume, the higher their commission level. They truly sell you.
Is it their gimicks?
$99 gown sale? These are discontinued abused sample gowns that you have to inspect thoroughly. Sales associates will not be promoting these gowns – remember the commissions?
15% off your bridesmaid gowns with purchase of bridal gown? Sure, but you have 30 days to take advantage of that. They offer their own financing...sure, give them more of your money. Use your own credit card if you need to charge it.
I cannot tell you have many brides have come in to my store looking for bridesmaids or accessories and start tell me of the awful experience they had at the D-store. And then, many of them tell me they purchased a bridal gown and are not really happy with it. It breaks my heart. I offer them credit towards any gown I have in stock for the D-store gown. It is not the best way to do business but a bride should feel beautiful on her wedding day.
Now if you decide to check out the D-store your eyes will be open to the process. They may have your dream dress - great. But most of their dresses are copies of other designer’s best sellers. You know the ones – the dresses every other bride is wearing (more on that later)
Your Fairy Godmother
