Wedding and bridesmaids' dresses are fitted and purchased virtually
Trend - Virtual fittings for wedding and bridesmaids dresses are increasingly common as the COVID-19 pandemic had made it difficult to experience this ritual in-person. These services allow those shopping for dresses to decide the fit and style, and some allow these services in groups much like an in-person fitting would.
Insight - With people all over the world having had their lives upended this year, the celebration of traditional milestones has become an even more important part of consumers' lives--offering a sense of normalcy amidst ongoing lifestyle disruptions. However, these milestones can no longer be "traditional" in the sense that they have had to adapt to strict safety protocols--a fact that consumers have expected brands to adapt to quickly and effectively.
Insight - With people all over the world having had their lives upended this year, the celebration of traditional milestones has become an even more important part of consumers' lives--offering a sense of normalcy amidst ongoing lifestyle disruptions. However, these milestones can no longer be "traditional" in the sense that they have had to adapt to strict safety protocols--a fact that consumers have expected brands to adapt to quickly and effectively.
Workshop Question - How could your brand or industry stay adaptive amidst future disruptions and uncertainties?
Trend Themes
1. Virtual Fittings - The trend of virtual fittings for wedding and bridesmaid dresses is on the rise due to the COVID-19 pandemic, providing a safe and accessible alternative for customers to shop for formalwear online.
2. Eco-friendly Bridal Wear - As consumers grow more conscious about their ecological footprint, bridal wear brands like Azazie are making efforts to reduce waste and excess inventory by offering sustainable, on-demand products that appeal to eco-conscious shoppers.
3. AR Visualizations - The use of augmented reality tools such as the ones utilized by David's Bridal allows for customers to visualize the gowns from all angles and see how they look side-by-side with other outfits. This trend provides a unique shopping experience that sets itself apart from other bridal wear retailers.
Industry Implications
1. Fashion Retail - Innovations in virtual fittings and AR visualization tools provide opportunities for fashion retailers to enhance the online shopping experience and provide a safer, accessible alternative for customers who can no longer shop in-store.
2. Event Planning - As more celebrations and milestones shift to virtual events, event planning professionals can take advantage of tools such as online bridal showrooms and virtual fittings to help clients plan and execute a seamless, personalized event.
3. Sustainable Fashion - Eco-friendly brands like Azazie demonstrate a growing trend towards sustainable and ethical fashion practices that appeal to conscious consumers concerned with their ecological footprint.
