Textiles, Fashion Merchandising, and Design




Strübel, Jessica

Advisor Department

Textile, Fashion Merchandising and Design




non-traditional bridal wear; wedding; bridal wear; LGBTQ; non-traditional; marriage


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.