WHAT LOCAL BRIDES ARE WEARING

Stephanie Palmer Pack, owner of Monica’s in North Chattanooga, says local brides can expect to see similar trends this fall when the array of dresses shown at the most recent Bridal Fashion Week debuts nationally. These dresses aren’t even available from the designers yet.

“Even though you see them in Fashion Week, you won’t see the designers launch these designs for several weeks on their websites,” she explains. These gowns are “what’s going to show in stores four to six months down the road.”

Pack says she goes to the New York bridal markets at least once a year to choose gowns for her bridal boutique, which carries lines by Martina Liana, Blush by Hayley Page and Watters.

Depending on the designer, there are exclusivity contracts so that gowns from the same designer aren’t carried in multiple stores within a city.

“It means that no one, depending on the designer, within a 50- to 75-mile radius of me can have the same [merchandise] as me,” she says. “It keeps us off the top of each other. I don’t have the same gown as the bridal store down the street.”

Pack says gowns by the most exclusive designers are priced in the $10,000 range, higher than the majority of local brides are able or willing to pay. The numbers are edging higher, though.

“We’ve followed the economy,” she explains. “We’ve gone from an average of $1,000 to $1,298 five years ago to $1,300 to $1,598 now. We also have things in the $3,000 range and higher-end pieces.”

Pack says “lots and lots of research” goes into learning the demographic.

“Their ages, what they pin on Pinterest — that gives us insight on what to spend money on,” she says. “It’s unbelievable what goes on in the internet world that can give us feedback.”

She says local brides are choosing more blush and champagne wedding gowns over the traditional white these days, “and two-piece gowns are the hot ticket.”

Silhouettes vary widely, but often the wedding venue figures into the decision-making.

“I sell as many fit-andflares as ball gowns with lots of ruffles,” she says. “It’s a lot more based on where they’re getting married. There’s not so much traditional weddings in churches anymore, so the venue dictates what they wear.

“If they’re having an outdoor or barn wedding, they go for the softer, flowy-er, more boho styles. … If it’s a cleaner, more contemporary venue, it’s all over the board.”