Buyer Beware: The Dangers of Purchasing your Wedding Dress Online

Left: Advertised gown  Right: Gown that was received.

Recently a bride visited our store with her family, and they all fell in love with a certain dress priced around twenty-five hundred dollars. There seemed no doubt in the bride's mind that this was the dress, but they wanted to shop around a bit more to be sure. She and her parents returned several more times to try on that dress, but left empty handed every time, saying they needed more time to think about it. Finally they returned and admitted that they looked up the dress online after their first appointment and found it advertised on a wedding gown website for only $300--they couldn't understand why our price was nearly ten times as much. It was then that we warned them about the dangers of purchasing a wedding gown online.

While most online shoppers are quite savvy to the ways of online scammers, it's very easy to forget to check the legitimacy of the website you're viewing when you find yourself staring at an amazing online deal. For brides in particular, there exists a slew of websites dedicated to bridal gowns at startling low prices, and it's not surprising that many don't think twice before entering their credit card information to purchase what they believe is their dream wedding gown for a bargain price. Most unfortunately, the number of fake websites and online scams for bridal wear is increasing, and with it the number of brides who are left scrambling to fix or replace the so-called 'designer' gown they received in the mail mere weeks or days before their big day, if they received anything at all.

Left: Advertised gown.  Right: Gown that was received.

Scammers often steal photos of gowns from the real designer's website and post them on their own website to appear legitimate. They list prices that are drastically lower than the designer's authorized price, making their prices difficult to resist. They pay for advertising, so that the likelihood of their site popping up during your search is increased. Once brides have placed their order on these fake websites, there is no telling what the bride will receive--a cheap, poor quality replica of the designer dress they were looking for, a misshapen heap of fabric that in no way resembles the picture they saw online, or they don't receive anything at all. Once this happens there is often little a bride can do to get their money back--if they call the customer service number on the site (if one is provided at all) they often find that it is a fake number, or are told that under no circumstances they can get their money back. The bride then has to spend yet more money on purchasing a new dress, or they spend it on alterations in an attempt to fix or alter the gown they did receive (and since these gowns are often made of such poor quality fabric it can be pricey to alter them, if they can be altered at all).

Left: Advertised gown.  Right: Gown that was received.

Despite large efforts by designers and bridal industry professionals to get these type of websites shut down, scammers find ways to maintain their online presence. Once complaints about their site begin piling up, they shut down and open another website with a different name to keep from being tracked down. While spotting these websites can be difficult, there are things brides can do to ensure they don't fall victim to these scams:

• .  Look out for warning signs like inconsistency, poor communication and language barriers.

• Do a quick search about the website you're viewing--can you find reviews or complaints from other customers? Be wary of using a website you cannot find any information for.

• Look for a customer service number on the website and give it a call. Scammers either have a fake phone number or a number that connects to a full voicemail inbox, so that you're unable to leave them a voice message. If someone answers and they don't speak English, it can also be a red flag.

• When customers email these sites with questions or concerns, they often receive an unhelpful automated email, or they don't receive a response at all. Be sure before you buy that if something is wrong with your order or if it isn't received, you can communicate your issue to someone who will be able to help.

• Most of these sites are based in China, but will neglect to post a business address or will list a fake mailing address--keep this in mind, and take it as a warning if something seems amiss.

Left: Gown that was received.  Right: Gown that was advertised.

So, are you really willing to take these risks with something as important as your wedding dress? There are so many advantages to shopping locally by visiting a brick and mortar store and purchasing from an authorized retailer.  Not only do you get quality service, a comfortable atmosphere and great communication, you also get the experience of working with industry professionals one- on-one, AND the opportunity to try on several wedding dresses with your closest friends or family.  Nothing beats that experience and the memories you will have when you’ve found the one.