Online wedding startup service provider Zola has just partnered up with Back country, to provide more unorthodox options for those looking for their wedding needs, whether for outdoor events or simply for the ever problematic process of seeking out wedding gift ideas for the bride and groom.
As millennials reach typical wedding age, the wedding market is shifting to meet their demands. The traditional options when it comes to weddings are being eschewed for more unorthodox and personalized experience. With same-sex marriage becoming legal in more and more places, the wedding market is also growing.
The consumer market has made a shift into valuing experience over buying actual hard goods, but weddings have somehow avoided that trend, wherein consumers are still focused on hard goods, same as in the past. According to Zola’s Founder and CEO, Shan-Lyn Ma, the company’s new partnership with Backcountry stemmed from this observation. To them, outdoor gear is where experience and stuff meet, where millennialscan register for gifts that they can actually use in the future, and where guests get wedding gift ideas that can hold sentimental value for the bride and groom.
The wedding market’s more traditional members have suffered recently, with news like J. Crew closing it bridal department due to bad sales, and bridal retailer Alfred Angelo filing for Chapter 7 bankruptcy, which means that the company and its assets will be liquidated, from out of nowhere.
But the wedding market remains lucrative. According to IBIS World, the wedding industry clocks in with a total cost of $60B, even exempting the all-important honeymoon. As a result, despite the more traditional wedding outlets taking hits, the wedding market remains a competitive field, with companies attempting to stake their claim on the profits of betrothals.
Just last year, Macy’s revamped its wedding services strategy, aiming it at the millennials getting wed, complete with a new Senior Vice President, Macy’s veteran Shawn Outler, to spearhead the company’s foray into the millennial wedding market.
Target, meanwhile, helped with the scaling of the new, e-commerce wedding registry site Blueprint Registry, which lets its customers create gift registries using blueprints of their homes as reference.