Lyla Dejesus
Selling wedding dresses can be a tricky business, with many brides-to-be having a specific vision in mind for their attire. With the average bride budgeting up to $3000 for a dress, it's important to offer a range of styles and prices to cater to different tastes and budgets. To sell more wedding dresses, it's crucial to develop relationships with customers, offer incentives such as discounts, and provide a unique in-store experience that encourages brides to make a purchase during their first visit. Additionally, utilising online platforms such as Stillwhite, eBay, and Poshmark can increase the visibility of your dresses and attract a wider range of buyers.
| Characteristics | Values |
|---|---|
| Online marketplaces | Stillwhite, eBay, Poshmark, Vestiare Collective, Kleinfeld, The RealReal, Borrowing Magnolia, Mercari, Tradesy |
| Commission | Stillwhite, eBay, Vestiare Collective, Kleinfeld, and Tradesy offer varying commission rates and structures |
| Authentication | Poshmark and Tradesy offer authentication processes to ensure the dress is not counterfeit |
| Concierge services | Vestiare Collective and The RealReal offer concierge services for a fee |
| Brick-and-mortar consignment shops | Consignment shops, especially those with a fashion focus, are an option for selling wedding dresses |
| Vintage stores | Wedding dresses over 20 years old may be sold to vintage stores |
| Donation | Brides for a Cause, Goodwill, and The Salvation Army accept wedding dress donations |
| In-person experience | Creating a positive in-person experience can encourage sales, such as offering a "First Visit Advantage Program" with freebies for purchases during the first visit |
| Customer relationship | Developing a relationship with customers and understanding their preferences can increase the likelihood of a sale |
| Budget | Understanding the customer's budget and offering gowns within their price range can increase sales |
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What You'll Learn
Online marketplaces for selling wedding dresses
There are several online marketplaces where you can sell your wedding dress. Each platform has its own advantages and fees. Here are some of the most popular options:
Stillwhite
Stillwhite is the largest global marketplace for pre-owned, used, and second-hand wedding dresses, with over 97,000 wedding gowns for sale. It offers a platform for private sellers to connect with buyers, allowing them to chat and accept sales from anywhere through their mobile app. Stillwhite charges a small one-off fee and no commission, meaning sellers keep all the profits. The site also provides fraud monitoring and expert support for a secure and smooth selling experience.
Nearly Newlywed
Nearly Newlywed is an online marketplace for buying and selling new, sample, and used wedding dresses. They charge a $25 listing fee and a 40% commission on sales. Their process includes an inspection and verification of the dress's condition, and they provide a prepaid shipping label for convenience.
Once Wed
Once Wed is an online wedding resource that offers tools and inspiration for brides-to-be. It also has a dedicated section for selling second-hand wedding dresses. With a listing fee of $19.95 and no commission, Once Wed provides a year-long listing, seller privacy, protection, and customer support.
EBay
EBay is a well-known auction site that offers a platform for selling wedding dresses. They charge a commission of 15% for items under $2000 and 9% for items above that price point. eBay provides a broad reach of potential buyers but may take a more significant cut of the sale compared to specialised wedding dress sites.
Facebook Marketplace and Buy and Sell Groups
Facebook provides a local option for selling wedding dresses through its Marketplace and Buy and Sell Groups. There are no fees associated with creating a listing, but sellers may need to negotiate on the final price. While it may take longer to sell, the convenience of local buyers and the absence of shipping concerns make it a viable option.
Vestiaire Collective
Vestiaire Collective is an online consignment site that allows direct messaging with buyers and the ability to set your own prices. They charge a minimal payment processing fee of 3% for sales from a list of 4000 brands. For a higher fee, they also offer a more comprehensive concierge service.
When choosing an online marketplace, it's essential to consider factors such as brand, style, size, condition, and the popularity of the platform. These factors can impact the time it takes to sell your dress and the potential price point.
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Using consignment shops
If you're looking to sell wedding dresses, consignment shops are a great option. This route allows you to collect some of your investment back while ensuring your dress finds its way to another bride.
Consignment shops do a lot of the legwork for you. They take care of marketing, including taking pictures and videos of the dress, editing them, posting them, and writing captions and tags. They also handle communication with potential buyers and in-person meet-ups.
When selling through consignment, you can expect to sell the dress for approximately 30% less than its original retail price. Then, the sale is typically split 60/40 with the consignment shop keeping the larger portion. For older dresses, the split may be 50/50.
There are many online consignment shops that focus on bridalwear and wedding dresses. For example, PreOwnedWeddingDresses.com, Nearly Newlywed, and Once Wed are all popular options.
If your wedding dress is 20 years or older, you may be able to sell it or consign with a vintage store.
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Creating an incentive to buy
Understand your target market and their budget: Knowing your target market is essential to creating effective incentives. In the bridal industry, understanding the average budget of brides-to-be can help you position your dresses accordingly. For example, if your most expensive gown is $1,000, but your target market typically budgets up to $3,000 for a dress, you may want to reconsider your pricing strategy. You could introduce a higher-priced collection or offer customisation options to justify a higher price point. This way, you can overcome the perception of "cheapness" and establish your dresses as high-end, desirable options.
Offer discounts and promotions: Everyone loves a good deal, and offering discounts or promotions can be a powerful incentive for brides-to-be. Consider implementing a "First Visit Advantage Program," where brides who purchase a dress on their first visit receive exclusive discounts or freebies. This strategy discourages them from leaving without buying and creates a sense of urgency. You can also offer discounts to customers who have shown interest in a dress but haven't made a purchase yet. Reach out to them via text message, which is more likely to be read than an email, and offer a special discount to encourage a purchase.
Develop a relationship with your customers: Building a relationship with potential customers can increase their likelihood of purchasing from you. When a bride visits your shop, take note of her preferences and wedding style. If she doesn't purchase anything, get her contact information and stay in touch. Within a week, send her a photo of a new design that aligns with her style and invite her back to try it on. By becoming her personal design curator, you can foster a connection that makes her more inclined to buy from you.
Collect a deposit: Asking for a deposit can increase the likelihood of a permanent purchase. When a bride makes a deposit, she psychologically commits to the dress. Even if she is unsure, having already made a financial investment will make her more inclined to follow through with the purchase. This strategy is especially effective if you offer customisation options or made-to-order dresses, as the deposit signifies the bride's agreement to the dress-making process.
Utilise online marketplaces: Selling your wedding dresses through online marketplaces like Stillwhite, Poshmark, eBay, or Vestiare Collective can increase their visibility and reach a wider audience. These platforms often have lower fees and allow you to set your own prices. Additionally, they provide an opportunity to showcase your dresses through photos and videos, giving potential buyers a better sense of how the dress looks and moves. Utilise these platforms to reach budget-conscious brides and offer them the convenience of shopping from home.
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Cleaning and maintaining the dress
Cleaning and maintaining a wedding dress is an important task, as it is often one of the most sentimental pieces of clothing one will ever wear. To clean a wedding dress, it is crucial to first identify the type of fabric and the extent of the stains. While taking the gown to a professional cleaner is always an option, it can also be cleaned at home with a few simple items: stain remover, laundry detergent, a toothbrush, and a steamer.
For those who wish to clean their wedding dress at home, it is important to note that the cleaning process will depend on the fabric and embellishments of the dress. For example, gowns made entirely of polyester are much more durable than gowns made of silk. Silk dresses should be put in a garment bag and dry cleaned at home or at a laundromat, especially if they are large and voluptuous. It is important to avoid using a professional dry cleaner for dresses with beading and crystals, as the chemicals used can cause them to melt.
For dresses with extensive stains, hand washing may be the best option. To start, fill a bathtub with cold water and a mix of stain powder and gentle liquid detergent. Submerge the bottom of the dress, allowing it to soak overnight. The next day, use a sock or a toothbrush to gently scrub away any remaining dirt.
Spot cleaning is another effective method for treating stains on a wedding dress. By using a stain pen, such as the Dryel® On the Go Stain Pen, one can target only the stained areas without having to wash the entire dress. This is especially useful for dresses with lace, flowers, crystals, and beads.
In addition to cleaning, preservation is another option to consider for wedding dress maintenance. This process involves cleaning the dress and properly storing it to ensure it remains in good condition over the long term. While it may be more expensive than a typical cleaning, preservation is a good choice for those who want to guarantee the longevity of their gown.
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Using video to showcase the dress
Videos are a great way to showcase a wedding dress and can be a powerful tool to sell more dresses.
Firstly, videos can bring a dress to life, showing how it moves, sparkles, and shines. This can be especially appealing to brides-to-be who want to see how a dress looks and feels in action. A video can showcase the flow of the fabric, the way the light hits the dress, and the overall movement and fluidity of the gown. This can create an emotional connection with the viewer, which is a powerful selling point.
Secondly, videos can provide an honest and transparent representation of the dress. By seeing a video, a potential buyer can get a clear idea of the dress's condition, any unique details or features, and an overall sense of its beauty and appeal. This can build trust with the buyer, as they feel they are getting an honest representation of the product. Videos can also be used to showcase the dress from multiple angles, providing a 360-degree view, which can give the buyer a more comprehensive understanding of the dress.
Additionally, videos can be easily shared across various platforms, such as social media, websites, and even in direct messages with interested buyers. This can increase the reach and visibility of the dress, attracting more potential customers. Videos are also more likely to be shared and go viral, especially if they are creative, unique, or tell a story that resonates with viewers.
Furthermore, videos can be a great way to provide additional information about the dress. For example, a video description or voice-over can include details about the fabric, designer, size, and any alterations that have been made. This can enhance the buyer's experience, providing them with all the information they need to make a purchase decision.
Finally, videos can be a powerful tool for building a brand and creating a memorable shopping experience. By consistently using videos to showcase dresses, a bridal shop or online store can create a unique and engaging presence that stands out from the competition. This can lead to increased brand recognition, customer loyalty, and, ultimately, more sales.
Overall, using video to showcase a wedding dress can bring a gown to life, create an emotional connection, build trust with buyers, increase reach and visibility, and provide valuable information. By utilising this powerful tool, bridal shops and sellers can showcase their dresses in a compelling way, ultimately leading to increased sales and happy customers.
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Frequently asked questions
Here are some tips:
- Make sure your shop looks great and offers a high-end experience.
- Develop a relationship with the bride and become her personal design curator. Ask for her preferences and wedding style, and keep in touch via text message.
- Encourage the bride to make a psychological commitment to the dress by collecting a deposit.
- Offer a "First Visit Advantage Program" with freebies for brides who buy on their first visit.
Here are some websites where you can sell your wedding dress:
- Stillwhite: a marketplace specifically for used wedding dresses, with over 60,000 listings.
- Borrowing Magnolia: a platform that also allows you to buy and sell bridesmaid dresses.
- Poshmark: a marketplace for secondhand fashion, beauty, and home decor, with a smaller selection of wedding dresses.
- Tradesy: a fashion-forward website geared toward designer brands, with a streamlined interface.
- eBay: a popular auction site that charges a 15% commission for items under $2000 and 9% for pricier items.
Here are some tips for selling your wedding dress online:
- Use photos and videos to showcase your dress.
- Make sure your dress is in pristine condition.
- Be aware of transaction fees and processing fees.
- Look for consignment shops in your area if you prefer to sell your dress in person.
