Barcelona Bridal Fashion Week is focused on the US

By

Rebecca Taras

Published
Apr 20, 2017

Veils and hand-beaded gowns aside, the strategy behind Barcelona Bridal Fashion Week is internationalization. In addition to Europe, the main goal behind the trade show's latest campaign is to attract buyers, promoters and influencers from the US.

In addition to European countries, the US is the market of greatest interest from a commercial and trend perspective to most of the brands participating. There’s already considerable buzz around Venezuelan-born, New York-based designer Ángel Sánchez (a favorite among Beyoncé, Meryl Streep, Eva Longoria and Salma Hayek) who will be showcasing his collection along with 20 top brands from the USA, including Justin Alexander, Morilee Madeline Gardner, Demetrios, Allure, Maggie Sottero and Sachin & Babi.

Millennials are another reason all eyes are on the US market. According to a report—‘Millennial Brides: Born in the 1980s; Getting Married Today’—commissioned by BBFW and produced by IESE Business School lecturer, José Luis Nueno, the US produces 1.8 million wedding dresses annually, making it the third largest producer in the world. The Spanish bridal fashion industry has become the industry standard setter worldwide. Spain is ranked as the second largest exporter behind China as a result of a differentiation strategy based on quality and design.

The report states that by 2020, the millennial generation will have reached an average age of 30 years (i.e. personal and professional maturity), and will be the undisputed protagonists of future weddings. Until 2007, most weddings were among Generation Xers (people born between 1960 and the early 1980s). In 2015, 70% of weddings were between Millennials (people born between 1980 and 2000). Preparing for this scenario is a strategic issue for bridal fashion companies.

The show, organized by Fira de Barcelona, will take place in the Gran Via venue between April 25 and 30. The trade fair will feature 300 brands, 65% of them international.