When Size Does Matter: Study by The Knot Reveals Brides Size 12 and Above Have Very Different Wedding Dress Shopping Experiences and Purchasing Behaviors Versus Those Size 10 and Below
The Knot 2019 Fashion Study for Size Inclusivity Unveils How Brides Prepare, Purchase and Feel Throughout Wedding Dress Shopping
Model and Body Positivity Activist Hunter McGrady Graces Cover of The Knot Fall 2019 Fashion Issue and Helps Launch Wedding Industry Initiative to Increase Inclusivity in Bridal Fashion
New York, NY—July 29, 2019—The Knot—the leading digital wedding brand—today released the results of The Knot 2019 Fashion Study for Size Inclusivity, the most comprehensive study examining how experiences shopping for bridal fashion vary among women of different sizes. The wedding dress shopping experience can be nerve-racking and emotional, regardless of size; among all study respondents, the top reported feelings included excitement (59% of women size 0-10; 51% of women size 12-32) and anxiety (46% of women size 0-10; 50% of women size 12-32) prior to wedding dress shopping. Women size 12* and larger were nearly twice as likely as women size 0-10 to report feeling self-conscious before dress shopping.
How brides are preparing ahead of dress shopping also varies depending on size, with one in four (25%) size 12+ bringing slimming undergarments to their appointments, while only one in ten (11%) brides size 0-10 report doing the same. To-be-weds who wear size 12-36 are twice as likely to call bridal salons ahead of their appointment to ask about sample dresses in their size, and one in four brides size 12+ give themselves a pep talk prior to trying on wedding dresses. When it comes to making a purchase, brides size 0-10 are far more likely to buy their gowns from a local bridal salon (46%) versus 30% of brides size 12-32. One in four brides (25%) size 12-32 buy their wedding dress online.
“At The Knot, we believe love and weddings are for everyone. But, if as an industry we’re not being inclusive and representing all people in our dress designs, inventory, stories, photos, advertising and marketing, then we have more work to do,” said Kristen Maxwell Cooper, editor in chief of The Knot. “We’re holding ourselves accountable on our mission of inclusivity and hoping that by leading conversations and initiatives around this topic, that we can help bring about industry-wide change. We’re proud that couples can turn to our magazine, website, app, social channels and upcoming runway shows to see inclusive inspiration and fashion, and are continuing to work hard to make sure every person planning their wedding sees themselves at every single touchpoint with our brand.”
The Knot Magazine features international supermodel and body positivity activist Hunter McGrady on the cover of The Knot Fall 2019 Fashion Issue. McGrady also lends her expertise in the areas of size inclusivity and fashion as a guest editor for this issue, now on newsstands.
“When The Knot approached me about being their cover model and working with their editorial team as a guest editor, I immediately agreed. I’ve made it my mission in life to empower people of all shapes, sizes, heights, weights, races, gender identities and colors to own their beauty and space in this world,” said Hunter McGrady, model and body positive activist. “Our bodies are beautiful and it’s an honor to be able to represent just one of many body types on this cover. As a guest editor for The Knot Magazine Fashion Issue, it’s been my privilege to bring a lens of inclusivity in wedding fashion to the table.”
According to The Knot 2019 Fashion Study for Size Inclusivity, less than half of all brides-to-be (41%) believe wedding-related magazines and media are doing a good job at representing women of all shapes and sizes. The Knot is committed to working through an inclusive lens, helping others in media improve the representation of all and ignite conversations around inclusivity to help drive change in the wedding fashion industry. This change cannot be done alone; by working together with partners and industry leaders in the wedding space—especially those specializing in fashion design and bridal salons—The Knot is calling on all businesses and brands to create and showcase their attire made for every body. The majority of brides size 12+ (61%) report they would have had a better shopping experience had there been a larger selection of dresses in their size to try on. Brands and businesses are encouraged to showcase how they’re honoring inclusivity by posting content across their social channels, using the hashtag #LoveEveryBODY and #TheKnot on social.
“Through our vast network of hundreds of thousands of small business partners who are part of the WeddingPro network, pros can look forward to seeing even more expert resources from our team including workshops, webinars and articles that address inclusivity and offer ways to better serve their to-be-wed clients,” said Julie Mead, VP of B2B Marketing and WeddingPro Experience at The Knot Worldwide.
To see the full results of The Knot 2019 Fashion Study for Size Inclusivity, click here.
*Clothing size categorization is self-identified by study respondents and represent respondents’ clothing size in typical streetwear attire.
About The Knot
The Knot is the nation’s leading multiplatform wedding resource offering a seamless, all-in-one planning experience—from finding inspiration and local vendors to creating and managing all guest experiences, wedding registries and more. The trusted brand reaches a majority of engaged couples in the US through the #1 wedding planning website TheKnot.com and #1 iOS and Android mobile app The Knot Wedding Planner, The Knot national and local wedding magazines, and The Knot book series. Since its inception, The Knot has inspired approximately 25 million couples to plan a wedding that’s uniquely them. Visit The Knot online at TheKnot.com and follow on social media: Facebook.com/TheKnot and @TheKnot onTwitter, Pinterest and Instagram.