We’re currently seeing two distinct generations that will influence the bridal market in the coming years: Gen Z (born 1997-2012) and Gen Alpha (born after 2012). While Gen Z is already in the market for bridal products, Gen Alpha—although still young—will soon have a significant impact, especially as they begin to influence purchasing decisions within their families.

The key to marketing successfully to both groups lies in understanding the unique characteristics and digital behaviours of each generation. What works for Gen Z may not resonate with Gen Alpha, and vice versa. While it’s easy to say “that doesn’t concern me yet” and ignore Gen Alpha for now, it is crucial to understand both Gen Z and Gen Alpha because as we get to the middle of Gen Z, there will be crossover between Gen Z and Gen Alpha in habits, mindset and other psychographic and behavioural characteristics of your target market: those getting married.

Understanding Gen Z and How to Appeal to Them

Gen Z is the first truly digital native generation. They’ve grown up surrounded by smartphones, social media, and on-demand content. As a result, Gen Z is used to fast, engaging, and interactive experiences when shopping, especially for big-ticket items like bridal wear.

Key Characteristics of Gen Z:

• Tech-Savvy & Always Connected: Gen Z doesn’t remember a time without smartphones, social media, and constant internet connectivity. They’re constantly online, researching, and engaging with brands through platforms like Instagram, TikTok, and YouTube.

• Authenticity Over Perfection: This generation values transparency and authenticity. They’re sceptical of overly polished, traditional ads and prefer content that feels real and relatable.

• Socially Conscious: Gen Z cares about sustainability, ethics, and social justice. They are more likely to support brands that reflect their values, especially those focused on sustainability and inclusivity.

• Visual-First: With platforms like Instagram and TikTok dominating their media consumption, Gen Z has a short attention span and expects brands to communicate with them through visually engaging content, particularly video.

How Bridal Stores Can Market to Gen Z:

• Leverage Social Media Platforms: Instagram and TikTok should be central to your Gen Z strategy. Share engaging, behind-the-scenes content of real brides trying on dresses, styling tips, or wedding day preparations. Don’t forget to incorporate trending hashtags and sounds for TikTok challenges to keep your content fresh and discoverable.
Example: A bridal store could create a TikTok challenge where real brides or influencers showcase their dress transformations or share wedding planning tips. This would tap into Gen Z’s love for interactive and viral content.
• Showcase Your Brand’s Values: Sustainability and social responsibility matter to Gen Z. Highlight any eco-friendly bridal options you offer or share how your business supports social causes.
Example: If you carry eco-conscious brands or offer made-to-order dresses to minimize waste, don’t hesitate to share this with your audience, emphasizing your commitment to the planet.
• Be Authentic and Transparent: Gen Z appreciates brands that are genuine, so avoid overly polished marketing. Show the real, human side of your store.
Example: Feature customer testimonials or user-generated content. Brides sharing their real experiences with your gowns or wedding day moments can resonate far more than staged marketing shots.
• Utilise Influencers: Partner with influencers who can authentically share their wedding journey and experiences with your store.
Example: Consider collaborating with micro-influencers or wedding bloggers who fit your store’s brand. Their followers trust their advice and often look to them for purchasing guidance.

Understanding Gen Alpha and How to Market to Them

While Gen Alpha is still very young, their behaviour and interactions with brands will soon start to shape the bridal market. Gen Alpha is the first generation to grow up fully immersed in technology from birth, and their relationship with digital experiences will be even deeper than that of Gen Z.

Key Characteristics of Gen Alpha:

Tech-Native: Gen Alpha has been surrounded by smart devices and AI from a very young age. Whether it’s using voice assistants or engaging with AR-powered toys, they are already comfortable in a digital world.
Parental Influence: While Gen Alpha isn’t yet making bridal purchase decisions, they will influence family purchases. Parents are the primary decision-makers, but Gen Alpha’s opinions and preferences will carry weight, particularly as they begin to form their own interests.
Instant Gratification & Personalisation: Gen Alpha has been raised in an environment where everything is instantly available. Their digital experiences are personalised, and they expect the same when interacting with brands.
Immersive Experiences: This generation will likely spend more time in virtual worlds, playing games, and interacting with digital avatars. As they grow, their engagement with VR/AR experiences will increase, shaping how they engage with products, including wedding-related content.

How Bridal Stores Can Market to Gen Alpha (Through Their Parents):

Create Interactive Digital Experiences: While Gen Alpha is too young to buy a wedding dress, bridal stores can create digital experiences that appeal to both parents and children. For example, augmented reality (AR) tools could allow parents and children to see how different dresses look in a virtual setting. Remember that while they may not be looking for a bridal gown now, they may be looking for formalwear for attending weddings, being a bridesmaid, going to a formal dance, or having a formal birthday party or bar/bat mitzvah.

 Example: You could develop an AR app that lets clients virtually try on dresses or accessories from home. This could appeal to tech-savvy parents of young children and offer an exciting way for Gen Alpha to feel part of the process.

Invest in Virtual Engagement: As Gen Alpha matures, their affinity for virtual worlds and gaming will grow. Bridal stores can tap into this by creating virtual experiences or partnering with game platforms to reach Gen Alpha through fun, interactive content.

Example: Consider creating a wedding-themed game or virtual experience on platforms like Roblox or Fortnite, where users can explore virtual bridal shops or “try on” dresses for their avatars. This gives Gen Alpha a chance to experience your brand in a way that feels immersive and fun.

Engage with Family-Friendly Platforms: Gen Alpha consumes media through apps, YouTube, and platforms like YouTube Kids, where they watch family-friendly content. Bridal stores can reach their parents by advertising or creating content on platforms that appeal to families.

Example: You could create YouTube videos that highlight fashion options for all family members, including children. This content would serve both Gen Alpha (who will watch with their parents) and their parents, who are the ones making purchasing decisions.

Appeal to Parental Values: Since Gen Alpha is still very young, the focus should be on marketing to their parents, particularly through family-friendly messaging that emphasizes the fun, interactive, and accessible nature of your bridal store.

Example: Position your bridal store as a destination for the entire family, where parents and children can enjoy the process of picking out formalwear together, making it an enjoyable and inclusive experience for everyone.

Adjusting Your Marketing Strategy: Shifting from Gen Z to Gen Alpha

When marketing to Gen Z, your bridal store’s strategy should focus on authenticity, social media engagement, and sustainability. Create genuine, relatable content and use platforms like Instagram and TikTok to reach them where they spend their time online. Sustainability and transparency in your practices are also critical selling points. For Gen Alpha, however, you’ll need to start thinking more about interactive digital experiences, gamified content, and immersive virtual experiences.

While this generation may not be making bridal purchases right now, they will soon influence their families’ decisions, and their expectations of technology and personalisation will be higher than ever. Engaging their parents with family-friendly content, while offering fun, interactive experiences for Gen Alpha, will help future-proof your brand by becoming and staying relevant with your next target audience.

By understanding the generational differences and adjusting your marketing strategies accordingly, your store can stay ahead of trends and position itself as a go-to destination for both today’s and tomorrow’s brides. Whether through engaging social media content for Gen Z or developing future-facing digital experiences for Gen Alpha, the key is to connect with these audiences in a way that resonates with their values and preferences.

If this all seems confusing, email me to chat about the right strategy for you to not be left behind during this generational shift: hello@theweddingmasterclass.com.

WORDS Megan Garmers