Brides try dress fitting fee on for size

FLOWERS, hotel, car and cake — nobody said getting married was cheap.

But now brides-to-be searching for that perfect gown for their special day are being asked to pay a fee to try their dream dress on.

A number of bridal shops have begun introducing a consultation fee, ranging from €10-€25, which they say is to help combat the issue of customers failing to turn up for appointments and using up time for genuine buyers.

Cork bridal boutique owners have defended the charge, saying they offer a valuable professional service and invest a large amount of time and expertise in every consultation to ensure a bride looks her best.

Ross O’Dowling, owner of Moderne Bridal, said they introduced a €25 consultation fee to ensure all potential customers could have a dedicated one-on-one service, and the response from brides has been extremely positive.

He added all customers who avail of the consultation are given a €50 voucher to spend in the department.

“It’s the most important day of a bride’s life so it’s vital to have everything right. The dress has to be perfect so it would not be fair to have staff spending time consulting with someone that is just passing time trying on dresses or otherwise.

“Yes, some people complain about the fee, but we feel our service has improved and the benefits it has for brides outweighs the negative.”

(UPDATE, November 2014: Moderne Bridal have pointed out that the salon no longer charges a fee for fittings and appointments.)

Barbara Leahy, owner of bridal shop Esposa, said that one of the reasons she introduced a €10 consultation fee was to prevent brides using the shop as a means of trying on dresses so they could buy online.

Bridal boutique Rice N’ Roses has also introduced a €15 consultation fee per appointment, which is then taken off the cost of a gown.

According to store owner, Barbara Rooney, the feedback from customers since the fee was introduced was that it was money well-spent.

“Bridal wear is very specialised, it is not like going to a boutique and simply putting on a size 12.

“We introduced the fee because we felt that we were turning away too many genuine customers and first-time brides, and all of our genuine customers have been happy to pay for the dedicated service they get in return.

“When brides go for a hair or make-up trial for their wedding they would be expected to pay a fee. We offer an hour of expert advice on shape, style and matching veil and head wear, and I feel we deserve to be paid for our time,” she said.

Rachel McAuliffe, co-owner of boutique Bridal Bliss, said she and her partner had considered lifting their €15 consultation fee after receiving some negative comments, but most “were happy to pay for the service”.

However, a spokesperson for the National Consumer Agency said they would urge consumers not to pay any money for trying on wedding dresses in store.

“This is not common practice and is taking advantage of consumers at what is already a very expensive time in their lives,” the spokesperson said.

“The idea of pitching this as a consultation is evidence that some retailers still feel they can rip off cash-strapped consumers.

“Consumers should check with the retailer when they are making an appointment to view their dresses if they charge for this service — if they do, consumers should vote with their feet and shop elsewhere.”

Brides-to-be can expect to pay an average of €1,500 for a dress, but some fork out close to €3,000 for a designer gown.