Brides-to-be can usually be found browsing in chic boutiques or stuffy department stores but now Sainsbury’s is hoping it can persuade them to hit the supermarket aisle instead as they go in pursuit of the perfect wedding dress. This week its mass market fashion brand, Tu clothing, launched its first bridal collection. The initial offering features two dresses, with more “limited edition styles” due to drop in the next couple of weeks. Sizes range from a UK 8 to 24. A white sleeveless, pleated wedding dress costs £22 while a white bias-cut gown is £50. For brides who don’t want to wear a traditional dress, there is a two-piece Bianca Jagger-esque suit, featuring a double-breasted jacket and wide-legged trousers. The set costs £68. Sainsbury’s is the only British supermarket to offer wedding dresses. Tu’s low prices are in sharp contrast to recent research finding that in 2022 an average wedding dress cost £1,350. “We’re always focused on meeting our customers’ evolving needs and we know that many are looking for affordable, classic styles for wedding events,” said director of product at Tu. “We know that for a lot of our customers, money is tight right now.” According to research, the average cost of a wedding next year is expected to be £24,710, up from £17,300 in 2021. As a result many couples are scaling back their wedding plans and reallocating budgets. While a custom-made gown may have previously featured on a bride’s dream mood board, rising housing costs are now taking priority.
