It's back to talking about events, and the most important event is the Wedding. After a period of total suspension, the schedule of ceremonies got off to a slow start due to safety regulations and social distancing. Couples who had been postponing for a long time preferred to keep waiting until they could be completely free to celebrate. Therefore this spring will be the real beginning of a new season that has already sold out the locations and will engage the industry in a grueling, but happy marathon. In the meantime, many things have changed. Companies understood the importance of social and digital communication, the value of themes such as traceability and sustainability, the desire for signs that are increasingly contemporary and close to fashion. Women make their choice faster, with no chance of giving up on their super dress.

Speaking concretely: according to Assoeventi Confindustria, the turnover of the sector, that in 2019 was 33 billion, in 2020 had to suffer a decline of 90%. 80% of the events were cancelled, resulting in a loss of around 60 billion. A boom is expected in 2022 and not just for Italy. In the U.S., where the industry is worth $300 billion (264.5 million euros), according to the Wedding Industry Report, it will grow from 1.93 million ceremonies registered in 2019 to 2.47 in 2022 and 2.24 in 2023. The budget will grow from today's average of $22,500 to $24,900.

A rosy perspective that finally rewards the companies. Many of them were able to use the pandemic period as a time for reflection and are now reappearing with new ideas and the awareness that you can't show up at the starting line in the same shape as you left off. Work has been done on customer service, storytelling, social media, communication and on how to ensure a long life to the wedding dress which, after just a day of glory, shouldn’t remain locked up in a closet.

Giuliana Parabiago