M&S, renowned for its quality food and clothing, has taken a big gamble by pitching its new range of wedding dresses at a tenth of the normal cost. Marks's are hoping to follow in the footsteps of ASDA whose £60 dress in 2006 proved a real success for the Walmart owned chain of supermarkets.
The new collection, which includes 12 Bride & Bridesmaid dresses, a full complement of Mens Formal Attire, accessories and evening outfits, will hardly break the bank. The dresses range from £89 up to £125, a fraction of the average cost of wedding frocks which is now nearing £1000.
Director of Womenswear, Kate Bostock, said, 'The bridal market is incredibly important and apart from a very few high street retailers, brides can only buy from wedding-specific stores. We wanted to extend our offer to existing and new customers when shopping for the big day.' She goes on, 'The feedback so far has been very positive. I think that offering dresses that are stylish and contemporary, very affordable and made to our high standards, means that women will feel confident choosing their dress at M&S.'
Only time will tell if this gamble will pay off, but at least Bride's on a budget now have some choice.