What Sells: Wedding Apparel
Wedding Apparel
More and more women are shopping online for wedding items, buying everything from
favors and invitations to dresses and jewelry. As with other types of clothing,
the demand is greatest for designer merchandise. Despite growing demand, prices
are still below retail so the owner might receive only a fraction of what she spent
on the dress of her dreams.
Bridesmaid dresses are often harder to sell; many brides prefer to buy these new
so that the colors will match exactly. Even if color isn’t a concern, it can be
tough to find enough dresses in the right sizes. Still, it might be worth selling
a single bridesmaid dress for prom, holiday parties, or as a Halloween costume.
Veils, tiaras, shoes and other wedding accessories can be difficult to sell online.
The exceptions are high-end designer items like Vera Wang shoes, and well-preserved
antiques like veils from the 1920s. Many vintage veils, gloves and other accessories
are often sold with the gown, rather than separately.
Bridal slips and crinolines (petticoats) rarely sell for more than $50; purses and
shoes (especially those that have been dyed to match a gown) aren’t stellar performers,
either.
What Sells
Top-selling brands include:
Research Resources
The Knot is an online wedding magazine with an extensive section on wedding gowns
that includes photographs, a glossary of styles and fabrics, and links to manufacturer’s
websites. Visit the website at http://www.theknot.com.
In hardback, The Knot Book of Wedding Gowns by Carley
Roney, provides an offline reference filled with color photographs that can be used
to identify wedding dress styles and fabrics.
Condition
Look for these signs of wear and tear:
- Stains and spots
- Rips and tear
- Dirty or torn hems
- Snags in delicate fabrics
- Yellowed or discolored lace
- Weak seams, loose threads
- Missing buttons, beads, pearls and sequins
- Stuck or broken zippers
- Odors
- Torn, faded or missing labels
Most wedding gowns and many bridesmaid gowns are altered, so it’s especially important
to include accurate measurements in your listing. Ask the owner if the item was
altered and, if so, how significantly.
Key Details
Include these details in your listing:
- Brand
- Model name or number (if known)
- Color (many designers have their own specific color names: white may be “snowflake,”
“moonlight” or “soft white”)
- Material(s) (if silk, velvet, or lace; if polyester or nylon, you don’t need to
put this in the title)
- Size
- Synonyms (“wedding dress bridal gown,” “bridesmaid dress prom evening gown”)
- Other details (strapless, pearl bodice, ballerina length, full skirt, chapel train,
etc.)
- Condition (New with Tags, New without Tags, etc.)
Storage and Shipping
Chances are the buyer will want to have a wedding dress professionally cleaned when
they receive it, so it’s not necessary to do this prior to selling (exception: if
the dress has stains, odors, or needs repairs, it may fetch a lower price so have
the owner professionally dry clean the item first).
If the owner has the item cleaned, make sure the dry cleaner is aware of the type
and location of any spots or stains known to be caused by sugars or water. Dry cleaning
solvents alone do not remove these stains; they need to be pre-treated with appropriate
solvents. Occasionally, dyes, especially ivory or ecru, are soluble in dry cleaning
solvent and bleach to white during cleaning. Sequins or beading also might not survive
cleaning well. Some glues dissolve in dry cleaning solvent, causing the beading
to come off. The beading or sequins can also lose color or become dull if not treated
with solvent resistant coatings. Polystyrene beads are being used increasingly in
detailed work placed on the bodice of dresses. These beads look like pearls but
will dissolve or soften when dry cleaned. These problems are not the fault of the
dry cleaner, but the manufacturer.
Despite using recommended care and storage procedures, trim which is glued rather
than sewn on can oxidize, change color, yellow or come off. Even when sewn on, sizings
present in lace or other trims can oxidize and yellow, especially with age. Store
dresses hanging or boxed, in cool, dry areas, free from fluctuation in temperature/humidity.
Basements, attics or exterior wall closets are generally not good places to keep
wedding dresses. High attic temperatures will oxidize stains, finishes or trims.
Basement areas are subject to moisture, mildew and flooding. Select an area with
adequate air circulation, but away from light, smoke, cooking odors, moisture and
daily traffic.
In preparation for shipment to a buyer, layer tissue paper on top of the gown and
fold gently. Place the gown inside a large dry cleaner’s bag (or the protective
garment bag it came with). Use plain white tissue paper, since colored tissue may
bleed onto the fabric. Put the gown into a large box and fill remaining spaces with
more crumpled tissue. If the dress has been professionally preserved, keep it in
the storage box but place that inside a larger, sturdier box for shipping.
Veils can be gently gathered and folded, then cushioned with crumpled tissue paper.
Ship these inside cardboard boxes; a mailing envelope won’t prevent the item from
being crushed, which could damage pearls, sequins and other embellishments.
