The Running of the Brides – 2010!

Oh yes ladies, it’s that time of year again – get your game face on!

The Running of the Bride’s is a time-honored tradition across the country very similar to the Running of the Bulls in Pamplona.  Both require a certain level of stamina, determination and nerve.  Both have their own unique dangers.  Both are mad, frantic and over before you know it.  And in both cases, some participants emerge with a sense of adventure and accomplishment while others come out bruised, battered and thankful to be alive.

Year after year (since 1947!) thousands of brides gather for the Running of the Brides.  Filene’s buyers stockpile excess merchandise from a variety of sources (cancellations, samples, returns, overstock, etc.)  When the buyers have accumulated anywhere from 1,500-3,000 gowns, depending on the store, they set a date for the sale and price all gowns anywhere from $249 – $699.  All the original price tags remain on the gowns (anywhere from $900-$9,000) so brides can instantly relish their savings.  (The best bargain in Feline’s history was a gown originally priced at $10,000 that went for $199!)

Be warned: this shopping experience is not for the timid or fearful.  This is retail warfare.

When the doors open, brides and their armies (bridesmaids, mothers and the occasional groom) seize as many wedding gowns as humanly possible in the first several minutes – regardless of size, cut, color, etc.  There is no time to rummage through racks looking for taffeta or tulle – the more dresses a bride scores up front, the better her chance for victory.

Once the racks are empty, the real war begins.  Brides have to be strategic and tactical, as one trade could involve transactions between multiple parties.  For instance, Bride A wants a gown that Bride B is holding hostage and Bride B has her eye on a gown being that’s been captured by Bride C.  So Bride A might try to strike a deal with Bride C to surrender the gown to Bride B so she can then have the gown she wants.

Think you can handle it? The rummaging? The bartering? The body checking? Here are a few tips to make sure you have the best possible experience:

1.  Arrive Early: The doors officially open at 8am, but the line starts forming hours before. The hard-core bargain hunters arrive the day before and bring lawn chairs and sleeping bags.

2. Bring a Team and Get a Uniform: Your chances of success increase exponentially with each team member.  Make sure you can recognize each other easily – team colors, uniforms and hats are very common, and some teams even use walkie-talkies or whistles to communicate with one another (think Monica, Rachel and Phoebe with the whistles.)

3.  Dress Comfortably:  You’ll try on lots of dresses and you have to be quick to keep up.  Tank tops, sports bras, leotards and sweatpants work best for rapid undressing in the trenches.

4.  Leave Your Purse at Home: It will only slow you down.  Bring that fanny pack you have hidden away in your closet.

5.  Grab and Go: When the doors open, grab, grab, grab!  The more dresses you score up front, the better chance you have of swapping for the dress you want.

6.  Be Open Minded:  With these awesome prices, leave no stone unturned.  Consider dresses you might normally overlook. You may be surprised.

7.  Bring a Mirror: It’s nearly impossible to snag time in front of the store’s full-length mirrors, so bring at least something to help you decide whether to hold onto a dress or trade up.

8.   Be Courteous: These hectic conditions often bring out the worst in people – pushing, elbowing, hoarding and so on.  Try to remain somewhat civilized.  Everyone is there for the same reason.  If you help someone, they might help you.

9.  If You Love It, Buy It: This is a one-day event, so if you find a spectacular gown you love, don’t waste time – run straight to the register.  When you announce you’ve found the one, you might even receive applause from the crowd (a brief applause of course – there’s work to be done.)  That being said, keep in mind that they will not accept returns.

10.  When you feel defeated, repeat the mantra: This is my wedding gown.  I HAVE to be RUTHLESS.

If you think you have what it takes, here’s this year’s schedule:

• Columbus, Ohio – Friday, January 29th
• Union Square, New York – Friday, February 5th
• Boston, Massachusetts – Friday, February 19th
• Atlanta, Georgia – Friday, March 19th
• Chicago, Illinois – Friday, July 23rd
• Mazza, DC – Friday, July 30th
• Boston, Massachusetts – Friday, August 20th
• Cleveland, Ohio – Friday, August 27th