ThredUp bets wedding guest outfits can drive secondhand growth

ThredUp hopes wedding guests will say yes to resale.

The platform is working to become a go-to destination for anyone looking for secondhand dresses, shoes and accessories for the summer wedding season. Not only does ThredUp’s website have a new landing page called “The Wedding Guest Shop,” but it has also rolled out a new AI tool called “Dress Code Decoder” that suggests outfits based on invitations’ dress codes, like “beach party.” In addition, ThredUp held its first wedding pop-up in New York City on May 30 and paired up with Jenna Lyons, the former president of J.Crew, on curated wedding looks.

Today, wedding-wear shopping goes beyond the big day itself, said Danielle Vermeer, ThredUp’s head of product. Guests are looking for outfits for various events along the way — like the bridal shower, the bachelorette trip, the rehearsal dinner and the welcome drinks — all while staying on a budget. As ThredUp offers peer-to-peer resale, it’s hoping its new suite of tools will help wedding guests choose secondhand over new, full-price options.

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