Bridal Companies Appeal to President Trump About Tariffs
Wasting no time, the bridal industry has joined together to appeal to the Trump administration to consider an exemption from the current and proposed tariff increases.
With 15,000-plus independent bridal stores and 300,000 workers in its supply chain, the sector is trying to safeguard jobs and businesses. Domestic manufacturers and retailers have a lot at stake, given that there are 2 million weddings annually in the U.S. and the average wedding gown costs between $1,600 and $2,000. The tariffs come at a time when the bridal industry is not growing, due partially to declines in birth rates, marriage rates and immigration. In addition, the average age of a bride is 28 and the average age of a groom is 30, and they often live together before tying the knot. Others opt to cohabitate rather than wed.
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In an appeal to U.S. President Donald Trump that was put forward by three bridal manufacturers and hand-delivered to Trump’s daughter-in-law Lara, bridal executives noted that approximately 90 percent of formalwear garments are manufactured in Asia, including in China, Vietnam, the Philippines, India, Myanmar and other countries that have the skilled labor and infrastructure needed to produce them. The letter referenced how these supply chains took decades to build and cannot be replicated domestically without “significant disruption and cost increases” that would fall to “American families.”
Some major bridal manufacturers have signed a letter that has been sent to Trump’s administration to try to protect the industry. A similar sentiment — as well as the request that an exemption for Harmonized Tariff Schedule code 6204.43.4030, which types of women’s apparel is classified under, be considered — has been highlighted in a petition to Trump that had been signed by more than 2,300 representatives of the bridal industry as of Monday afternoon.
Steve Lang, president of the American Bridal and Prom Industry Association, said Monday, “It’s dismal news for the country. Apparel pays the highest duties of any industry. It will put a lot of people out of business — at least 20 percent of [bridal] stores and manufacturers. Forty years ago there were probably 50 manufacturers. Today there’s probably 350 manufacturers.”
Many of the supporters of the petition design and produce not only wedding gowns and bridesmaid dresses, but special occasion, prom dresses and other types of formalwear such as dresses for quinceañeras. Lang, who is also chief executive officer of Mon Cheri Bridals, estimated that the tariffs would lead to an increase of $7 million to $8 million, not including the interest that the company will have to bear from the time the dresses are shipped until the stores pay.
As of Wednesday, there will be a line item on invoices for 20 percent of the wholesale price of the garment. For example, a dress that wholesales for $800 would receive a line-item tariff surcharge of $160. With a 2.75 markup, that dress would retail for $2,200 on this dress — resulting in a 7 percent increase to the bride. A surcharge of $200 would be more adequate, Lang said. “For now, we are tightening our belts, by attempting to cover the cost with our line-item surcharge. Frankly, we are hoping our political leaders will come to their senses and realize that tariffs do not work.”
With multiple labels and production in 40 factories in China, Myanmar, Vietnam and Israel as well as pattern rooms in Australia and Israel, Mon Cheri is shifting more production out of China. Suggesting that history is repeating itself, Lang pointed to the Smoot-Hawley Tariff Act of 1930, which raised tariffs for more than 20,000 imported goods, during the Great Depression. “This led to a worldwide recession that began in Europe, but eventually spread to the U.S.,” Lang said.
While consumers should be aware that prices will increase everywhere, weddings and special occasions should be the only areas where they do not compromise, according to Lang. “When one looks back at pictures 20, 30, 40 years from now, no one wants to say ‘I wish I had purchased the dress of my dreams.’ Even if a dress is several hundred dollars more than a budget, I suggest consumers amortize that expense over 40 years.”
With production in China, Myanmar and Vietnam, Justin Alexander began shifting more production outside of China after the two initial tariff announcements on Feb. 4 and March 4, according to CEO and creative director Justin Warshaw. “But we are now waiting for more information as significant tariffs were placed on Myanmar and Vietnam as well,” he said.
For existing orders, Justin Alexander is honoring the original pricing. Like some other brands, new orders will have a temporary surcharge to help offset the latest round of tariffs scheduled to go into effect Wednesday. Warshaw said, “The situation remains fluid, and if tariff rates are reduced or removed, the surcharge will be adjusted accordingly including on orders that were received after our tariff surcharge was introduced.”
Justin Alexander will absorb “a large portion of the cost impact,” since the timing and scale of the just-announced tariffs don’t allow enough time to find better solutions, he said. “And it is our goal to remain committed to our brides. However, we are working with our partners to identify savings across the supply chain, including through vendor negotiations and shipment optimization.“
The company’s retail pricing could be impacted by an estimated 4 to 8 percent. Warshaw said, “Brands and retailers are working to manage pricing as thoughtfully as possible. We encourage brides to speak with their bridal stylist about any questions regarding orders or potential adjustments to pricing.”
Shawne Jacobs, creative director and owner of Anne Barge, said the China and Vietnam tariffs will have the most significant impact on her business. While the brand’s signature line has historically been made in China, since founder Anne Barge Clegg debuted in 1999, the company opened an Atlanta factory two years ago with the goal of reshoring 80 percent of the Anne Barge collection. Jacobs said, “It has taken us time to train our team to meet the craftsmanship standards of our skilled Chinese partners, but we’re proud of the progress and the quality our domestic team now delivers.”
At this point, Anne Barge is not raising prices. Jacobs said, “We’re taking a wait-and-see approach over the next couple of weeks, and I remain hopeful that the Vietnamese government may reach a favorable agreement with President Trump.”
If the situation does not improve, the company plans to implement a U.S. tariff line item on each order. Jacobs said, “This will not be marked up. We will ask our retail partners to do the same — and the cost will be passed directly to the customer with full transparency.”
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