Check out dresses online before you go to any shops. Find a few manufacturers who make some dresses you like. I liked Eden Bridals and Bonny. They both had dresses that I liked at not-outrageous prices (though I bought from Bonny USA, which may be different from Bonny UK). Much, much more on prices later, I promise.
Find authorized retailers for those manufacturers in your area. The manufacturers usually have a store finder on their websites.
Print out pictures of several dresses you like. This way, you can show the salespeople what kind of dress you are looking for. They might even have that exact dress.
If salespeople won’t tell you who the manufacturer of a dress is, or if it’s the dress you brought in a picture of, RUN AWAY. They are doing this so you can’t comparison shop at other stores. I, for one, think you have every right to know as much as you please about a dress you’re going to spend that kind of money on.
When you’ve got a short list of dresses you like, you should call several authorized retailers near you and ask for their price on that dress (if you’ve found the dress on the internet or in a catalog, you will know the style number). If a shop won’t work with you this way, they’re not worth patronizing.
Some of the shops might offer free alterations. If one does, you should probably take it. I paid as much in alterations as I did for my dress :mad: I’m 5’3", and the dresses are generally designed for someone 5’9". Mr Neville is 5’9", so obviously he was the one supposed to be wearing the dress (Yes, I know it’s really for someone 5’7" in 2" heels)
If you’re not doing your wedding locally, get an agreement with the shop on whether they will deliver it to the location of the wedding BEFORE you buy the dress.
Pay for the dress with a credit card. Things happen, and paying with a credit card gives you more protection than paying by cash or check. If a shop won’t take credit cards, that might be a red flag. The ones I went to all did, so at least here it’s rare for them not to.