Discount prices are still a major competitive advantage, even as global economies emerge from the Great Recession.
One deep discounter is Bootleg Betty, located in Knoxville, Tennessee.
Bootleg Betty reports that:
According to a report published by The Knot in 2014, the average wedding dress cost $1,281 in 2013. At the moment, the average price of a wedding dress at Bootleg Betty is $457. That’s right…just $457…saving the average bride $824 on her wedding dress by shopping at Bootleg Betty.”
“We can think of at least a thousand better things to do with $824 than overpay for your wedding dress, like buy plane tickets for your honeymoon, pay for your wedding cake AND favors, or enjoy a $70 date night every month for the first year you are married. So get down to Bootleg Betty and check out our wedding dresses at 30-60% below retail.”
Here’s a Bootleg Betty YouTube video.
Retailing: From A to Z 
Price leadership is a classic retail strategy, although one that’s difficult to maintain. However, the figure on average wedding dress price is probably suspect. There’s a substantial market for gently used dresses, and I suspect those prices are at or below what Bootleg promotes. There are also weddings that no longer require traditional wedding dresses.
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