Priscillia of Boston Massacre

 
Recently, dozens of brand new white wedding dresses were reportedly found draped over a parking lot of Priscilla of Boston in Edina, Minnesota while two men sprayed red paint on the gowns, priced in the thousands.  One wedding gown, priced at $6,000, was a Vera Wang design.

In August, 2011, David's Bridal, the parent company, announced it would close its Priscilla of Boston stores on December 30th, 2011 after 65 years in business.  The blatant destruction of the gowns, rather than a decision by the corporation to donate the gowns, caused an uproar, and David's Bridal responded with a statement saying, “While it has been Priscilla of Boston’s policy not to make donations of sample dresses that are in poor condition, we recognize that some of these dresses could possibly have gone to worthy causes. David’s Bridal has already begun bringing together all of the remaining Priscilla of Boston gowns to evaluate them and ensure that they are donated to our charitable partners wherever possible."

The practice of destroying merchandise is not unique to this situation, unfortunately.  A news report out of Pittsburgh revealed that employees at a local JC Penney were instructed to destroy rather than donate merchandise from Ralph Lauren's American Living line.  There have also been reports of merchandise destruction at Victoria's Secret as well as H&M and WalMart. Dr. Audrey Guskey, a consumer expert at Duquesne University, told the ABC News affiliate in Pittsburgh that sometimes retailers "prefer to slash the merchandise rather than slash the prices, and that's very unfortunate."

We are big believers in recycling clothing and shopping for previously used goods when possible, as well buying products that support charitable causes.  And it's especially appalling to think about something as intricate, sentimental and valuable as a wedding gown being destroyed rather than donated, when there are so many brides who need access to affordable gowns and so many worthy causes that can benefit from having the ability the sell such gowns for charitable purposes.

We know first-hand of a wonderful nonprofit bridal boutique in New York City called The Bridal Garden. They sell the absolute best names in bridal design for up to 75 percent off retail prices, with the proceeds going to support education for New York City children. If you have a wedding gown, considering donating it, and if you know any brides-to-be in the New York City metropolitan area, send them to The Bridal Garden store!

Other worthy organizations that accept donated dresses include Brides Across America, which donates gowns to military brides, or Brides Against Breast Cancer, an organization which provides support for cancer patients and which holds bridal gown sales to raise funds for their endeavors.

We are hoping that the "Priscilla of Boston Massacre" - and the bad press it generated- will give retailers food for thought as to the merits of donating, rather than destroying, superfluous or flawed merchandise to worthy causes.