Economy not stopping brides from splurging on wedding dresses

Brides are still saying "I do" to the wedding dresses of their dreams despite the rocky U.S. economy.

As the summer wedding season heats up, brides are coming down the aisle in simple, strapless gowns that cost just as much or more as their extravagantly beaded cousins of the late 1990s.

While brides on tighter budgets may nip and tuck a few hundred dollars off a dress to put that money toward flowers or a veil, most are not settling down with a second-choice frock, say wedding planners and boutique owners.

"Her dress is like her man. Once she puts it on, that's it," said Elaine Schulman, owner of Pearl's Place dress shop in Metairie.

Last year, brides spent an average of almost $800 for their wedding dress, according to the Cond Nast Bridal Infobank, from the publisher of Bride's and Modern Bride magazines.

Brides spent roughly the same in 1990, but the luxury market for upscale gowns is thriving. The same survey showed a 51% increase in the cost for gowns among brides that spend more than $1,500 for a wedding dress. The average upscale dress cost $2,637 last year compared with $1,750 in 1990.

Those on a budget cut costs on other necessities to be able to afford the dress, flowers, music or food of their dreams, said Richard Markel, director of the Association for Wedding Professionals International in Sacramento, Calif.

The average wedding today costs $20,000, said Eileen Monaghan, vice president of the Association of Bridal Consultants in New Milford, Conn.

Each year, 2.4 million weddings generate $120 billion nationwide by employing caterers, musicians, seamstresses, planners, florists, photographers and more, according to the Association of Bridal Consultants.

The bridal dress is one of the largest wedding expenses, typically accounting for almost 5% of the wedding budget; veil costs make up 1.3%, Monaghan said. Accessories such as shoes and undergarments, can cost about one-third of the price of the dress. Seeking out boutiques that offer free alterations can shave an additional $200 fee right off, Monaghan said.

Brides typically go with showcased gowns in the latest issues of bridal magazines, said local wedding consultant Anthony Lala Jr. "Here in New Orleans, we deal with heat and humidity. Brides are going with gowns that are going to keep them cool the day of the wedding," he said. "We're seeing beautiful raw fabrics or natural fabrics to keep them cool."

That fabric and the skilled labor applied to it can cost more than $3,500, Lala said. However, the average price for these dresses tend to run from just under $1,000 to $2,500, Monaghan, said.

Brides try on an average of 13 dresses and 46% roughly 1 million brides purchase them on sale, according to the Association of Bridal Consultants. But to buy that dream dress, "some people mortgage their houses," Schulman says.

Kelly McDonnell, planning to wed in May next year, says the right dress is more important than the right price. "Unless it's thousands and thousands of dollars," she said.

The 20-year-old accounting major at the University of New Orleans would not say what she spent on the gown she bought at Yvonne LaFleur clothing boutique after trying on about 15 others. She went for a tailored, glamorous, jeweled look.

"It's important to get the dress that you fall in love with," McDonnell said. "The flowers you don't remember. But the dress is different."

At Pearl's Place and other boutiques around New Orleans, bridal dresses are sold as low as $300. Dresses can run as high as $7,000, but Schulman finds that most customers spend about $1,000. Fittings are done on site and alterations and steaming are free.

The older the bride, the more she tends to spend on the dress, Schulman said.

Yvonne LaFleur, owner of Yvonne LaFleur shop in the Riverbend neighborhood, says brides are often afraid to ask about the price of a gown.

Brides who dream of $2,000 dresses can find the same look in a gown $1,000 cheaper, LaFleur said. However, they need to be realistic. Magazine dresses running $10,000 won't be found for $800, LaFleur said.

But "sometimes, what you think you want is not what will look really great on you. A good bridal consultant should be able to look at you and pull down a dress for you," she said.

She designs most of her gowns, which are also altered on site for free.

The intimate service in independent boutiques can justify the price of the gown and save the bride some cash, Monaghan said. Larger chain stores carrying thousands of styles typically do not throw in alterations or work with the bride to find the best dress for her, she said.

More of Bonnie Broel's brides are cost conscious right now. The owner of House of Broel on St. Charles Avenue has seen women shift from spending more than $1,000 on a dress to spending around $800, or even selecting a $250 bridesmaid dress instead.

She also sees brides ready to splurge on the dress after having invited just 20 or 30 guests to the wedding. They are still going for the sleek, sophisticated, bare shoulder look, Broel said. Alterations at the store are also free.

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