"Homosexual" Wedding Market Is Concerned About Tiffany And Dress Brand Actively Preparing For War

Wedding is a sweet thing to do, but for a same-sex partner, if you want to complete the ceremony, you sometimes have to spend a lot of time on buying wedding rings and tailor made dresses. Now everything is improving slowly and the market is worth looking forward to.

In the past 50 years, the wedding market has been rapidly diversifying from traditional small private gatherings to thousands of rituals that are now divided into forms, themes and cultures.

In 2006, after the legalization of gay marriage in the United Kingdom, the "corrupt" comrades spent 130 million pounds (about 1 billion 194 million yuan) in the next 12 months due to the wedding ceremony, which greatly stimulated the British economy. Out Now, a gay consumer market consultancy, predicts that if the same-sex wedding is legally recognized in the United States, the wedding cost in a year will reach 1 billion yuan (about 6 billion 200 million yuan).

Senior department manager, fashion department, Selfridge, UK Department Store Lucy Willis "We noticed that sales of jewellery watches like same-sex weddings rose by nearly 25%, including Tiffany (Tiffany) and Cartire (Cartier)."

At the beginning of this year, Tiffany, the 178 year old American jewellery brand, launched the engagement ring for same-sex couples for the first time. In a black-and-white commercials, a New York man who is preparing to propose marriage nervously grooming and making repeated vows. Then he takes the new Tiffany's engagement ring and anxiously await the appearance of his homosexual partner.

The world's largest luxury electric business group Yoox Net-a-Porter's men's platform Mr Porter was founded in 2011. Paul Watson, director of public relations, said: "as a single sex retailer, we always adhere to meet the needs of male consumers in any scenario. In the online weekly of Mr Porter in February this year, we also recommended articles for gay couples or gay men based on Valentine's day themes.

Luxury department stores also made great efforts to show their best. In January this year, Barnes, a boutique department store in the US, boldly adopted 17 spansexuals to serve as models of the documentary that was taken for promotional activities in spring. Barneys Under the lens of fashion photographer Bruce Weber, they share their difficult process from decision making to acceptance by society with their relatives and friends. Barnes stores also set up Shop for Equality, giving 10% of the day's sales to the national gender equality Center (NCTE) and New York. Homosexuality Community center.

When buying jewelry, there is little difference between the purchasing process of heterosexual partners and same-sex partners. There is no need to prepare many special products and store shopping services in the market. However, the "comrades" who are preparing the wedding have another important thing to do -- the dress is much more complicated. For men, the traditional tailor made shop lacks the experience of homosexual partner customization and can not give advice. In addition, most of the well-known custom shops often have their own house style, and the two comrades may not be able to fit together at the same time. Therefore, there are often the embarrassment of new people wearing two types of dresses.

For this reason, some brands have made efforts to expand their audiences and provide products suitable for the same sex consumers. "We have one in the (New) series," said Sophia Kokosalaki, a London wedding fashion designer who supplied the designer website Browns and luxury electric Net-A-Porter. Full dress It is popular in the opposite sex and the gay market.

Most consumers of gay weddings have jobs, and have no children, and their family financial ability is generally high. Therefore, for brands and retailers, it is a good opportunity to be developed. The premise is to be able to capture customers' needs sensitively, step on the consumption pain point, instead of simply copying the opposite partner mode.

With the legalization of same-sex marriage in all parts of the world, gay marriage has become a new business opportunity. Jewelry, dress and wedding related brands have now realized that they should catch the market.