Data Analysis by Bridify Debunks the Alleged “Boom”: Interest in Second-Hand Wedding Dresses in Germany Stagnates Despite Media Hype
New study reveals the share of Google searches for second-hand wedding dresses compared to general bridal gown searches remains stable. The supposed “boom” is mainly a shift to visible online platforms rather than a true market expansion.
Contrary to the widespread assumption of a rapidly growing second-hand market for wedding dresses in Germany, a new data-driven analysis by Bridify shows that actual search interest in used bridal gowns has largely stagnated or even slightly declined since 2017. The perceived “boom” reported in the media is therefore primarily due to a consolidation of transactions on visible online platforms.
The study examined Google search queries for “wedding dresses” (Brautkleider) and “wedding dresses second hand” (Brautkleider Second Hand) in Germany from 2017 to 2025 (with partial data for 2025). The findings suggest that overall search demand for wedding dresses in general has declined. Although the relative share of second-hand searches compared to total searches has slightly increased over this period, this share has remained stable since 2022.
Key findings for the German market:
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Declining overall demand: Search volume for the general term “wedding dresses” in Germany has steadily decreased from 2017 to 2024, indicating a broader shift in search behavior.
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Stagnant interest: Absolute search interest for “second-hand wedding dresses” has shown no significant or consistent growth trend.
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No acceleration in trend: The relative share of second-hand searches within total demand has remained largely constant since 2022, challenging the assumption of a dynamic, accelerating market growth.
This finding contrasts with frequently cited media reports claiming exponential growth. The increased visibility of second-hand offerings instead reflects that brides who were already inclined to buy used gowns are now turning more to organized, easily discoverable online channels, rather than private or local markets.
“Our data shows that brands and retailers need to develop their strategies based not on perception, but on empirical evidence,” explains Raffael Schulz, founder of the Bridify App. “The focus should remain on the core value of new gowns and on genuine, integrated sustainability efforts — rather than simply reacting to a presumed resale trend.”
The study also highlights that brides are increasingly shifting their visual inspiration searches from Google to platform-based, visual search tools such as Pinterest, Instagram, or specialized apps like Bridify. This shift poses an additional challenge for the visibility of traditional retailers.
To view the full report for the UK & Germany, click on: White Paper: Second-Hand Wedding Dresses
About Bridify
Bridify is a leading bridal inspiration app revolutionizing the shopping experience for modern brides. It offers access to over 3,000 gowns from current designer collections and allows users to save their favorites with a simple swipe. Bridify bridges the gap between online inspiration and in-store experiences by helping brides find local boutiques that carry the exact designers and dresses they love. In addition, Bridify provides valuable, data-driven insights into current fashion trends and bridal purchasing behavior for brands and retailers.
To find out more about the app, visit Bridify or email james@bridifyapp.com