From the boardwalk to the altar: T-shirt, shorts, bikinis and boot sellers are now dressing brides

Wedding dress shopping is undergoing a transformation as affordable fashion brands join the industry. Retailers like Abercrombie, Forever 21, Boot Barn, Shein, and Lulus are targeting thrifty shoppers with inexpensive bridal wear. These brands recognize the potential in the $100 billion US wedding industry, particularly among older GenZers and younger Millennials. By offering affordable wedding collections, these brands aim to cater to the changing preferences of customers who are seeking alternative colors, multiple outfits, and versatile options. The move into the wedding market allows them to tap into new revenue streams without straying too far from their core business.