Major
Textiles, Fashion Merchandising, and Design
Minor(s)
Business
Advisor
Strübel, Jessica
Advisor Department
Textile, Fashion Merchandising and Design
Date
5-2020
Keywords
non-traditional bridal wear; wedding; bridal wear; LGBTQ; non-traditional; marriage
Abstract
Bridal wear has traditionally been viewed as big white dresses. But as times change, so do brides’ preferences for bridal wear. Jumpsuits, rompers, short dresses, and other “non-traditional” choices are experiencing an increased demand in the market. Unfortunately, brides who seek these options are often not met with a promising assortment. This study examined primary consumers of non-traditional bridal wear. Specifically, we sought to find out whether women who belong to the LGBTQ community choose to consume more non-traditional bridal wear compared to heterosexual brides. The study also examined through which channels (e.g., online, in store, etc.) consumers predominantly purchase non-traditional bridal wear. We conducted an exhaustive review of literature, and it revealed a research gap. According to our research, we found that brides who are part of the LGBTQ community are more likely to prefer non-traditional bridal wear and that they are most likely to shop online. Thus, the findings have indicated a viable market for non-traditional bridal wear which will reassure bridal buyers and marketers in their decisions to carry a more inclusive range of bridal wear.
Included in
Fashion Design Commons, Lesbian, Gay, Bisexual, and Transgender Studies Commons, Marketing Commons, Other Feminist, Gender, and Sexuality Studies Commons, Personality and Social Contexts Commons, Women's Studies Commons
