H & M’s first wedding dress costs just $99

Long, soft and draped ,H&M’s first wedding dress is made with eco-friendly materials

Who says a wedding dress must necessarily cost an exorbitant amount to be elegant , romantic, just perfect for your wedding day ? The low cost Swedish giant H & M , which has always aimed at the younger market segment willing to dress trendy people without spending too much, has now launched its first bridal gown at the modest price of € 79.95 ( £59.99, $ 99 ) .

It is from the Conscious line , the one created with environment responsiblity in mind, based on the use of organic and recycled materials and is made with sustainable materials that give the appearance of a knitted silk. It is soft and long, with a straight ‘ column ‘shape , thick drapes on the bust and on the high-end , which marks the waist and a neckline with a shimmering embroidery.

With this dress , the retailer is trying to change the psychology behind weddings promoting on international scale some ideas that are against by those required by the wedding industry, writes the Washington Post.
In 2011 ,Caitlin Kenney , editor of the publication “Planet Money” tried to find out why the dress that she wore on her wedding cost 3500 dollars. She discovered that the material cost only $ 500 , and the execution was charged $ 700 . From a simple calculation, Caitlin discovered that the store made a profit of 200 % .

Kenny concluded that wedding dresses stores are successful for two reasons : they are bought to send a message and buyers do not know about wedding dresses,having the idea that the cost is high due to expense or extravagance of the materials.

For sure the guys behind the $59-billion Swedish brand didn’t think at these issues when they introduced the wedding dress. The brand’s first wedding offering was a $349 gown from the Viktor & Rolf for H & M collection that certainly didn’t have the same success.

After the make up line , lingerie, shoes and accessories, the large audience of fans of the brand is already hoping that this will not remain the only outfit in the series, becoming only the first of a whole collection dedicated to brides.