A wedding dress for under $100? Target launches bridal collection for big days on a budget

PUBLISHED: 14:09 EST, 23 May 2013 | UPDATED: 14:13 EST, 23 May 2013

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With the average woman spending close to $1,200 on her wedding dress, Target's new bridal line will be a welcome option for those on a budget.

Available exclusively online, the four designs range in price from $99.99 to $129.99.

They come in sizes 2 to 28 and in a variety of cuts, including strapless, cap sleeve, and cowl neck. Brides can select the color in porcelain white or antique ivory.

Bridal wear on a budget: Target is offering a new collection of affordable bridal gowns starting at under $100

Less traditional women can even look to the bridesmaids dresses, which come with short and long hems, and choose gowns in 'stoplight red' or 'pink lemonade' if they want a burst of color down the aisle.

But just because Target’s bridal collection is affordable, it doesn’t lack the personal details of high-end wedding gowns.

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In a press release, Jennifer Lansing of the product development team stated, 'We make sure that each of our dresses has something special.'

Lansing outlined how the bride can select certain touches, such as a removable flower pin, as well as utilize online a 'detailed fabric glossary with all the colors of our dresses.'

The move is an expansion of its existing Tevolio collection, which already sells ten styles of bridesmaid dresses and two styles of flower girl dresses for $69.99 and $29.99, respectively.

Looking all-white: Target is offering four new budget-friendly wedding dress cuts, including cowl neck (left) and cap sleeve (right)

Walking down the aisle for less: Target's new wedding dresses range in price from $99.99 to $129.99, including retouched (left) and strapless (right)

Target is far from the first large-scale national retailer to go into the bridal industry.

J. Crew offers wedding dresses starting at $375 and Urban Outfitter’s bridal boutique, BHLDN, sells wedding dresses for as low as $300. Even wedding dress designer to the stars, Vera Wang has designed a collection for David’s Bridal starting at $249.

'It’s a huge industry,' Jennie Ma of The Knot.com told ABC News. 'It generates about $4 billion a year. We’ve seen a lot of online retailers enter this space.'

Target may stand alone, though, in being the first national retailer to offer one stop wedding shopping, from the registry to the invitations and now the dress.

Lansing said the retailer is aiming to provide 'everything a bride needs in on place,' with links to shoes, jewelry, and foundation garments on their wedding site.

'Most of all, we want to make it easy and enjoyable for brides to enjoy their big day,' she said.

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it's going to be slightly embarrassing when everyone has the same dress... ;) +++ As long as they don't have the same husband it will be okay.

- Kate , Houston, United States, 24/5/2013 18:22

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This is so refreshing to see. Hopefully this concept will catch on. Spending thousands of dollars on a dress is absurd. The amount spent on a dress also tells a lot about the person wearing it. Hint: $2500 dress = high maintenance and self-centered. Run, quickly.

- Jay123456 , Baltimore, 24/5/2013 16:26

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Perfect !! Their marriages will probably last longer than the bridezillas who spend a fortune !! :))

- Meg , Here There and Everywhere, Canada, 24/5/2013 13:18

Click to rate Rating 21

I find the dresses very boring, but I would imagine they are certainly filling a niche - some brides are on a very tight budget and some brides like very minimal, plain dresses. I suppose you could always customise it too - sew on pearls/lace etc.

- MrsF , Leeds, United Kingdom, 24/5/2013 10:11

Click to rate Rating 19

The 2 dresses to the left, are quite lovely. I think it's ridiculous that weddings have become such hideously over-done spectacles, in general. I think brides go overboard to simply out-do and impress their girlfriends. Nobody else is going to pay attention or even remember the expensive details that were so important to the bride. Save your money ladies, and buy a house.

- Sage49 , Dallas TX, 24/5/2013 07:57

Click to rate Rating 39

The women who pay thousands for a dress then tens of thousands fri a wedding are more concerned about the wedding than the marriage. Why would man want to marry a wan like that? Most women I know like that are divorced and getting a whole lot of spousal support for a whole lot of nothing. The wedding is one day but the marriage is supposed to be a life time. Besides your man doesn't care what you wear as long as you want towery him and not his money.

- Me , Here, United States, 24/5/2013 06:12

Click to rate Rating 25

I agree, why spend a fortune on a dress for one day ?

- Darlin4112 , San Diego-CA, 24/5/2013 02:50

Click to rate Rating 57

Tapping into the bridal market, well played target, well played. Your dresses are also very nice. :)

- Tallie2 , Wilton, United States, 24/5/2013 02:24

Click to rate Rating 58

They are all very pretty, love the cowl neck.

- Geowyn , Stoke-on-Trent, United Kingdom, 24/5/2013 01:32

Click to rate Rating 50

Yes, they are "plain", but so is everything with a Vera Wang label in it. JFK, Jr.'s bride was lauded for the minimalist style of her gown. Sometimes less is more.

- DBinVA , Virginia, USA, 24/5/2013 00:51

Click to rate Rating 81

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