Planning - The Dress Quest

This is from the Martha Stewart Weddings Fall 2013 issue:

1. Set a Budget - We know, we know, cue the sad trombone.  However, shopping without a cutoff point is like driving without a gas gauge - trust us on this. Plan to spend about 10% of your overall budget on your dress. But consider this number a starting point. (Aliber's suggests 12-15%) If fashion is more important to you than, say, flowers or music, increase your dress spending and scale back in other places, says Mark Ingram Atelier, in NYC. Or, go easy on the gown and shell out for a great photographer or band if those are your top priorities. 
2. Start Early - Looking for a dress before you're even engaged is a bit much, but once you have that ring on your finger, it game on. It takes about 6-12 months from the moment you place the order to when you can bring the gown home. "The designer needs four or five months to make it and then you'll want to schedule three fittings, about one month apart" says Ingram. Giving yourself ample time also guarantees that you'll be able to fit in a variety of shopping experiences, from appointments at bridal boutiques to designer trunk shows. If you're short on time, don't worry: For a surcharge ($50 and up), anything is possible. "Rush fees vary greatly depending on the style of the dress, whether you're changing something about it, and how quickly you need it", says Susan Keng, director of retail at JLM Couture in LA. 
3. Do Your Research - Before you hit the shops, think about what kind of dress you want. Pull pages from magazines, browse our Dress Finder and online galleries at marthastewartweddings.com, and see our Pinterest boards for ideas. (Aliber's also has links to all our designers styles, along with a link to our Pinterest and Facebook pages on www.alibersbridal.com) Keep a folder where you can stash tear-outs, fabric samples, ribbons, and anything else you love, and use your smartphone or tablet to swipe through Pinterest boards. "At most salons, the majority of gowns aren't out on the floor", explains Ingram. "In order to pull the right styles from the back, your consultant needs to get a feel for what you're looking for. The more guidance you can provide, the better!"
4. Make Appointments - Once you have an idea of what you want, it's time to schedule appointments in a few different places, including bridal shops, department stores with full-service salons, and, if it fits your budget, a couture house. If you have specific designers in mind, find out which stores carry them. Most places don't operate on a walk-in basis, so call for appointments at least two weeks in advance. And while a Saturday slot may seem like a no-brainer, Keng warns against it if you're looking for a laid-back experience. "the store is almost always at capacity then", she explains. "The energy is a little crazy!" The better choice? "Wednesday, early afternoon, is the slowest", Ingram says.
5. Limit Your Entourage - On reality shows, brides always bring a whole crew of friends and family members to join in on the shopping fun. And every single time, there's loads of drama - and never the good kind. The takeaway? Less is more when it comes to companions. "Bring one or two people whose input means the most to you", says Keng. Otherwise, you'll spend too much time trying on gowns they pick out and steering the conversation back to the matter at hand: what you want. If you can't imagine not including all of your friends, "Invite them to your final fitting and make a dramatic entrance for the big reveal", suggest Ingram. "Then, kill two birds with one stone and ask the seamstress to teach your bridesmaids how to bustle your dress" 
6. Primp Beforehand - The great thing about most bridal salons is that they're designed to make you look (and feel!) good. The lighting is flattering, and the mirrors don't distort your frame. But do put some effort into getting ready for your appointment (just be sure to avoid spray tans and anything that could stain white fabric!!). You want to feel confident in the dresses you try on, and, "It helps the consultant get a sense of your style", says Ingram. If you arrive with wet hair and no makeup, it's a lot harder for the staff to pull dresses you might like. Bring any items you want to wear down the aisle - shoes or grandma's veil - and wear a strapless nude bra and a seamless thong or brief (keep in mind that you'll be changing in front of people!). But don't sweat your undergarments too much. While you don't want a purple bra to distract from a dress, once you find "the one", your consultant will tell you what to wear under it.
7. Step Out of Your Comfort Zone - A simple truth: Some dresses look like paper bags on the hanger and drop-dead gorgeous on your body. With that in mind, don't turn your nose up at anything until you try it on. "many women come in and say "I don't want strapless", says Ingram, "and then it looks great". It's the consultant's job to match you with styles you'll like, so give her the benefit of the doubt and prepare to be pleasantly surprised. That said, don't let a pushy salesperson (or your mom) sweet-talk you into a gown you don't love. 
8. Forget About Size - If you take away just one thing from this article, let it be this: No two designer size charts are created equal. If you're a size 6 in the ready-to-wear world, for example, you could be anything from a 2-12 on planet bridal. It can be jarring to see a larger number on the order form than you're used to, but resist the urge to get a smaller size. Taking in a gown is easy, letting out is difficult. "Besides, you can replace the size tag with a beautiful ribbon embroidered with your wedding date", says Weppner. "It's the perfect something blue" (Aliber's does custom embroidered monograms for inside your wedding gown!)
9. Track the Main Contenders - before smartphones became ubiquitous, snapping photos at appointments was a no-no. But now that it's nearly impossible to police, most places allow it - and that's great news for brides. (Aliber's has always allowed photos, we want you to purchase from us because we have great service!) After all, there's no better way to document your experience. The trick is to be sure whoever's taking the pictures is getting good ones (and only of the dresses you love). In a bad shot, even the most amazing gowns can appear sort of 'eh', and the last thing you want is to look at a picture of a dress you loved at the store and suddenly decide you hate it. We're not suggesting you stage a photo shoot; just pay attention to the lighting and angle, and give your stamp of approval before you move on to the next shot. And if a store doesn't allow photos, take detailed notes, make a pros-and-cons lits, and record all pertinent information (or make sure the store does it for you!)
10. Read the Fine Print - Repeat after us: No matter how excited I am about buying my dress, I hereby promise to read the contract. A good consultant will walk you through everything, including (but not limited to!) the price, color, style number and name, delivery date, deposit, estimated alterations fee, and cancellation policy. As for the deposit, "50% is standard - you should never, ever pay more than that", says Ingram. If you do, and for some reason the gown you ordered doesn't end up being what you expected, you could be out thousands of dollars. (At Aliber's, full payment is preferred, but 50% is required to order the gown, and we expect monthly payments afterward until the gown is paid in full) Another thing to take into account: sales tax. "Some brides forget about it, but it can add significantly to the price of the dress", Keng says. In some states, including California, New York, and Indiana, sales tax can be as much as 8%. Last, before you put down your plastic, give your gown the final greatness check. "There's so much pressure to get the 'perfect ' dress", says Keng. "The best way to do that: Pick something that you feel absolutely great in". Do you feel it? 
11.