"Our designers have trawled vintage archives to find a bridal outfit for every customer type and considered the different types of weddings," she explained. "The bridal collection offers traditional dresses, but also more alternative pieces like the caped jumpsuit and separates which are perfect for the modern bride. The price points too are incredibly affordable which means you have the option of buying more than one dress and leaves more money to spend on the actual wedding or honeymoon."
Talk of price points naturally leads to questions about quality but, as Spence insists, no corners have been cut in creating the collection from which a total look won't exceed the £400 mark.
"Price hasn't been a limitation as the ASOS teams are really experienced in creating beautiful occasion wear at affordable prices," she said. "They applied their expertise to the bridal collection and they worked closely with pattern cutters to create the perfect silhouettes for each bride for her special day. Wedding dresses can be so expensive but we have created a collection that doesn't compromise on quality or design."
This quality extends to the handling and distribution of the collection, which is far from the usual, albeit perfectly acceptable, plastic bag and cardboard box packaging. For this collection, a special process has been developed which will see all bridal gown packing and returns handled by a dedicated team, each of whom will wear "a white coat, gloves and overshoes to ensure that the gowns and work areas are kept clean" before packing the pieces in bespoke bridal boxes and shipping them via a premium carrier service.
But, while it is a first for ASOS, the brand isn't taking a complete leap of faith with launching the collection. Given that occaisionwear is one of its best-selling categories and that its bridesmaid collection did so well since launching last year, they know that they are on to a good thing.
"Bridesmaid has been hugely successful - it has out-performed our expectations," Spence revealed. "We have launched it earlier this summer and have seen sale increase. I think we have found a gap in the market for affordable, fashion relevant bridesmaids dresses to suit every body shape."
Aiming to achieve the same customer satisfaction with the bridal range, selected styles will also be available under the ASOS Curve label, meaning the total offering will span sizes UK 6 to 30. So, "whether you are getting married in a church, in a town hall, on the beach", as Spence says, prospective brides will be lining up to make their special purchase. What a coincidence it happens to a leap year.
But, while it is a first for ASOS, the brand isn't taking a complete leap of faith with launching the collection. Given that occaisionwear is one of its best-selling categories and that its bridesmaid collection did so well since launching last year, they know that they are on to a good thing.
"Bridesmaid has been hugely successful - it has out-performed our expectations," Spence revealed. "We have launched it earlier this summer and have seen sale increase. I think we have found a gap in the market for affordable, fashion relevant bridesmaids dresses to suit every body shape."
Aiming to achieve the same customer satisfaction with the bridal range, selected styles will also be available under the ASOS Curve label, meaning the total offering will span sizes UK 6 to 30. So, "whether you are getting married in a church, in a town hall, on the beach", as Spence says, prospective brides will be lining up to make their special purchase. What a coincidence it happens to a leap year.
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