Analyzing search and sales data across 12,000 online stores and designers, we've compiled these 5 key insights about how brides are shopping for wedding dresses online this year.
1. BRIDES ARE BREAKING FROM TRADITION IN A YEAR OF FEMALE EMPOWERMENT.
Searches for bridal jumpsuits and bridal suits have increased by 113% in the last year alone, while searches for wedding dresses including the words ‘backless’, ‘sexy’ or ‘nude’ have doubled over the last year.
Modest dresses are showing growth spikes too however, with ‘long sleeve’ and ‘high neck’ dress searches seeing a combined 47% increase in views year on year.
2. WEDDING DRESSES ARE GETTING CHEAPER.
Last April, the average price of a wedding dress on Lyst was $1,157, a substantial 25% lower than the average price in 2016. This year it has decreased a further 5% to $1,098, proving that brides are more budget conscious when it comes to dress shopping than ever before.
Wedding dresses from TOPSHOP, Coast and ASOS are the most wanted bridal dress brands under $1000, along with contemporary brands Needle & Thread and Reformation.
3. THE 'MEGHAN EFFECT' IS A BIG DEAL FOR BRIDAL BRANDS.
Brands that Meghan Markle might wear on her big day have seen significant increases in wedding dress searches; Erdem (+43%), Ralph & Russo (+82%), Misha Nonoo (+79%) and Roland Mouret(+38%) are currently seeing the biggest spikes as a result of the royal wedding rumor mill.
4. 2018’S WEDDINGS WILL BE THE MOST COLORFUL YET.
Searches for colorful bridal dresses are becoming more popular.
While white is still the number one most-wanted option rose, yellow and red have all seen increased searches on Lyst since 2017.
Searches for ‘black bridal dresses’ have increased 18% year on year, proving that colorful dresses are one of 2018's biggest bridal trends.
5. 1920S BRIDAL ACCESSORIES ARE HAVING A MOMENT.
Sales of hair clips and headpieces have risen by 39% in the last year, with Simone Rocha currently the most searched for brand, and 'pearl hair clips', the most in-demand search term.
Data shows that brides are five times more likely to opt for colorful jewel encrusted or strass shoes with their wedding dress than cream or white.
Texture is also a big part of the 1920s bridal trend, with 24% more feathered bridal products currently available on Lyst than this time last year.
TOP 5 MOST INFLUENTIAL CELEBRITY WEDDINGS OF THE LAST YEAR:
We looked at spikes in search and sales following some of the last year’s most talked about celebrity weddings to analyze which brides really set the trends.
1. PIPPA MIDDLETON, MAY 2017
Giles Deacon saw the largest spike in searches of any wedding dress designer after designing Pippa's lace gown, with search increasing 148% in May 2017.
2. SERENA WILLIAMS, NOVEMBER 2017
Serena had 3 designer wedding dresses designed by Sarah Burton for Alexander McQueen and Versace, but it was her bejewelled Nike Cortez sneakers that got the world talking; searches for Nike Cortez increased 8% that week.
3. EMILY RATAJKOWSKI, FEBRUARY 2018
Searches for Zara suits increased 58% week on week following Emily’s super-Instagrammable marriage to Sebastian Bear-McClard in February.
Searches for mustard yellow across all categories also saw a boost.
4. MIRANDA KERR, MAY 2017
Despite wearing a custom Dior dress, it was Miranda’s headpiece by British miliner Stephen Jones that caught brides’ attention in Australia, prompting a 43% increase in AU searches for bridal headpieces.
5. CHANEL IMAN, MARCH 2018
The Victoria’s Secret model tied the knot earlier this month wearing Middle-Eastern designer, Zuhair Murad. Her embellished shawl led to a 29% increase in demand for lace capelets in the US.
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