Ah, the trunk show....an oft tossed around term that is also so misleading. Trunk shows in the bridal world do not include models showing the dresses, like in "How to Marry a Millionaire," an awesome Marilyn Monroe movie that you should add to your Netflix queue tout de suite.First, a disclaimer - my shop carried couture gowns in a mid to higher price point, so how a shop like that works is all I can really speak for!
A trunk show appointment is run the same way an average bridal appointment is. A consultant will chat with you at the beginning to try to get a feel for what you are planning for your wedding and what you picture yourself wearing (or not wearing). She will then guide you through the collection and make suggestions based on your conversation. Her job is to do her best to help you find the gown that was made for you to walk down the aisle in, and most women in this role have your best interests at heart.
Now, on to what a trunk show actually IS:
When a bridal boutique selects a designer to carry in their collection, usually the buyer or owner makes a selection of a certain number of gowns per designer. These "buys" take place twice a year at an event called Bridal Market. Rarely does a boutique carry the entire collection of any one designer. So, each bridal season, a good portion of each designer's collection is not represented in any one boutique.
A trunk show is essentially a period of time (usually a weekend) when a designer's entire collection is at a boutique, with (or sometimes without) the designer present. The idea is that brides-to-be have the opportunity to see and try on styles that they have been hungrily eyeing online or in magazines but that are not usually available in the boutique. The bridal salon is hoping a bride comes to the trunk show ready to choose her gown since the whole collection and designer are available.
To provide additional incentive for brides-to-be, especially because of the limited time the dresses are available at the boutique, there is commonly 10% off, or customization fees waived, or both - it depends on the designer - during the trunk show. Now, from my days as a shop owner, I know that many times a bride feels pressured to make her decision at a shop during a trunk show - which is probably true. A trunk show is definitely not the time to have your first appointment, or to experiment with styles and looks to get an idea of what you like.
This is because when a bridal shop has a trunk show, they pay for the shipment of the dresses, the marketing of the event, as well as travel and lodging of the designer with the intention of making several sales at the event. I sometimes felt, as a bridal retailer, that our customers forgot we were a business and there to not only help a bride find her gown and provide her with a great experience, but also to make money (as any business should). This does not give ANY shop license to hold the proverbial gun to your head to choose your gown...however, it may give you a little perspective. Besides, as GI Joe says, knowing is half the battle!
When you attend trunk shows, go with the knowledge that there is some degree of expectation on the shop's part that you are ready to choose your gown (assuming you find the right one). If you are not ready to choose your gown, don't go to a trunk show. You may find yourself feeling pressured to make a decision, which is not pleasant! If you do go to a trunk show, don't forget - when a gown speaks to you, follow your instinct. This goes for both good feelings and bad ones. You will rarely steer yourself wrong - it's just listening to yourself and trusting that information that is difficult.
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