Say yes to the dress, but no to the fake

Fri May 2, 2014 8:50am EDT

Shoppers fill their arms with wedding dresses at Filene's Basement during a ''Running of the Brides'' bridal dress sale in New York February 5, 2010. REUTERS/Lucas Jackson

Shoppers fill their arms with wedding dresses at Filene's Basement during a ''Running of the Brides'' bridal dress sale in New York February 5, 2010.

Credit: Reuters/Lucas Jackson

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(Reuters) - Christine Stachurski said yes to the dress - and then the dress turned out to be a fake.

"You get this thing in the back of your mind that says it's probably too good to be true and I should have listened to it," says Stachurski, 37, of Fontana, California.

The bride-to-be, who is getting married on Saturday, had been duped in a way that is becoming more common as consumers order discount dresses for weddings, proms and other special occasions from web sites.

The dresses don't come cheap, so it's easy to understand the drive to find a bargain. The average wedding dress cost is now $1,281, according to a survey of 13,000 brides and grooms released in March by Dresses that cost upwards of $3,000 are not unusual, and prices can go far higher.

Those who want to pay less go can go to a well-established U.S. retailer with an online presence, like David's Bridal, or sites that sell used couture, including, and You can also go to a well-regarded local consignment shop.

But many shoppers are falling prey to counterfeiters operating through foreign-owned websites. An estimated 600,000 dresses were illegally sold in the United States last year, according to the American Bridal and Prom Industry Association, a trade group.

Stachurski and her fiancé were in the bargain market because they wanted to keep their beach wedding a low-budget affair. When she found the perfect dress for $136, she felt lucky. It even arrived on time.

But once Stachurski opened the package, she found the dress was not only a wrinkled mess, but was also mis-sized, had raw edges, bunched up fabric and other obvious flaws. "As my fiancé said, 'It looked like a drunken monkey put it together with a stapler.'"

After the seller, a China-based website, told her they would accept a return if she would pay the $90 shipping charge, PayPal agreed to refund the transaction. Stachurski ended up just going to the mall and buying a casual dress off the rack. An email from Reuters asking the site to comment about the issues was not answered.


Stories about brides scrambling after getting a counterfeit dress are common, says Steve Lang, chief executive officer of the bridal dress company Mon Cheri Llc and president of the American Bridal and Prom Industry Association. He often hears of broken-hearted brides and prom-goers, with tales not only of missed weddings or proms, but also people who have had their identities stolen and their credit ruined.

"A dress that sells for $2,500 you can order for $195 and you expect it to be the same? Horrific differences," Lang says.

The association has been aggressively pursuing the counterfeit sites, winning a court order earlier this year that halted about 1,100 foreign-based sites and froze nearly $1 million in PayPal transactions alone, Lang says.

The problem had been accelerating at a break-neck pace, says Roanna Rose, owner of TJ Formal in Joplin, Missouri, who has been monitoring the scam sites for the association. When she first started keeping track in 2011, she had a list of about 150 suspected scam sites. The list now totals more than 7,000.

Some are particularly enterprising, Rose says. One counterfeiting site even used photos of the inside of her very own store to appear legitimate, she says.

"I had a huge online business and it dwindled down to nothing," Rose says. "I blame the counterfeiters."


Warning signs abound for dresses that are not real. Seeing a big discount on a name-brand dress, or promises of inexpensive custom orders, are the biggest warning signs. Wedding dress prices are largely controlled by the makers and distributors, industry officials say.

Before ordering, be sure the site or retailer is on a list of authorized sellers of the dress manufacturer, the bridal association recommends. Consumers can also check reviews posted to the Better Business Bureau site ( or to forums such as and

Also, be sure of the origins of the site. Consumers have far more protection when buying from U.S. vendors. Nearly every site on the bridal association's watch list is based in China, says Rose.

But not everyone who buys a cheap dress online is getting scammed, Rose notes. She actually has had customers come to the store to ask to get measured so they could buy the cheap fake online.

(The author is a Reuters contributor. The opinions expressed are his own.)

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Editing by Beth Pinsker, Lauren Young and Lisa Shumaker)

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Comments (2)
ganstaboo wrote:
I’m not sure why it matters if a wedding dress is fake (or even what that really means; after all if the dress looks good in the pictures and doesn’t cause some sort of rash then isn’t it serving its purpose? I mean who plans on wearing a wedding dress more than once, and if you’re upset that the brand is not actually the brand, perhaps you are should stop worrying about the status of the clothing label and worry about why you are so shallow.

May 02, 2014 4:12pm EDT  --  Report as abuse
irish80 wrote:
I think it matters because these sites are selling counterfeit goods. It’s not about being shallow or spending a certain amount on a dress, it’s about getting the product that you order. Buying based on a brand label is also done to ensure quality, and that’s something that you can’t be sure of if ordering from a counterfeit site. These sites are putting US stores out of business, causing huge profit and job losses, and are scamming shoppers, which is a terrible shame.

May 05, 2014 6:16am EDT  --  Report as abuse
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