Overconsumption, Bridal Backups, and the Confidence Crisis: What Brides - and Retail - Are Getting Wrong

The other night, my husband and I were talking about how Target’s stock is down—way down. Nearly 40%. He asked me why I thought it was happening.

I paused, then said:
“It’s the returns. The lack of confidence in buying. The overconsumption. The way people shop now - especially online - has created a system that encourages uncertainty. It’s chaos for inventory management.”

Consumers today often buy multiple versions of the same item—different sizes, styles, colors—with the intention of returning most of them. This practice, known as bracketing, is standard in online shopping. And it’s expensive: returns accounted for $743 billion in 2023, representing 14.5% of all U.S. retail sales.

It’s not just financial waste. It’s a crisis of confidence.

Reclaiming the Power of “Yes”

Before online shopping changed everything, we made purchasing decisions based on how something felt.

You walked into a store.

You tried it on.

You looked in the mirror.

You knew.

Your decision to buy was grounded in reality, not an image on a screen or a filtered photo or a glowing review. As a graphic designer, it reminds me of the design world before Pantone. Back then, color matching was guesswork. What looked good on screen didn’t always translate to print. Pantone changed that by creating a shared system—a way to turn digital inspiration into a real, predictable outcome. That’s what we’re trying to do with Dressit: bring consistency and confidence back into the bridal journey, helping brides trust what they’re seeing and what they’re choosing.

Bracketing in Bridal: A Silent Crisis

I’ve spoken to dozens of newly engaged brides lately, and what I’m hearing echoes what’s happening in broader retail:

1 in 3 brides has admitted to buying more than one main wedding dress.

Not bridal outfits like reception dresses or intentional changes.
These are full, primary gowns—purchased because the bride didn’t feel sure.

This isn't a stylistic choice. It’s overconsumption born from uncertainty.

In a world where thousands of dresses are one click away, brides are overwhelmed by choice. Inspiration turns into confusion. Options lead to hesitation. And suddenly, a decision that should feel joyful becomes filled with doubt.

It’s bridal bracketing.And it’s just as damaging in this space as it is in mass retail.

Technology Is Trying to Help - And It’s a Good Thing

The truth is, people don’t want to return things (and you can’t return wedding dresses) they just want to know what looks good on them. Confidence doesn’t come from buying more—it comes from buying right the first time.

That’s why technology is stepping up. Tools like digital twins, including the kind being pioneered by FitMatch.AI (where I’m proud to be an elite founding member), are designed to curb return behavior by helping shoppers better understand fit before they buy. For everyday wear—like sports bras, swimwear and tops—these tools are game-changers. They empower consumers to make smarter decisions and reduce overconsumption.

But wedding dresses? That’s a different story - which is why I am against virtual-try ons.

Bridal is personal. Emotional. Tactile. The moment you see yourself in the mirror -it’s not just about fit, it’s about feeling. That’s why we need solutions that support the human side of the process—not replace it.

And that’s where Dressit steps in.

Preloved Gowns and the Cost of Second-Guessing

Let’s be clear - preloved wedding dresses absolutely have a place in a more sustainable bridal future. But we need to reshape what “preloved” really means.

It shouldn’t refer to dresses bought in a panic and resold out of regret.
It should refer to the beautiful, tried-on showroom samples already hanging in boutiques - dresses that have been gently handled, thoughtfully curated, and are ready to be loved by the right bride.

Unfortunately, too many dresses enter the resale market not because they were preloved, but because they were never truly chosen.
Brides weren’t confident. They bought multiple gowns. They changed their minds. And now those dresses are circulating online—cluttering the market and devaluing the boutique experience.

Why Dressit Was Built for This Moment

At Dressit, we’re not just building another shopping platform - we’re building a confidence engine. One that helps boutiques thrive, brides feel less overwhelmed, and designers gain the insight they’ve always needed but never had access to.

We connect brides to curated boutique inventory that matches their vision, body, and budget.The right dresses from trusted people that deliver real service, confidence and expertise.

For boutiques, Dressit makes it easier to showcase inventory AND their story, reduce unnecessary try-ons, and connect with brides who are emotionally ready to say yes. No more playing dress-up with the wrong audience - just real matches that turn into real sales.

And for designers? We close the data loop.

Less Overthinking, More Intention

Bridal has always been different. Sacred. Slower.
But modern retail behavior is pushing it toward fast fashion’s path: more choices, less meaning. More backup plans, less confidence. More resales, less commitment.

Let’s not let that happen.

Let’s build a bridal experience that reduces overconsumption and restores emotional clarity.
Let’s make “preloved” a powerful, intentional choice - not a byproduct of doubt.
Let’s give boutiques the ability to do what they do best: create moments that matter.

And let’s help brides reclaim the power of yes- not because they’re out of options, but because they’ve found the one.