beautiful event, but she's not spending all of her savings on it. >> i love this dress. i'm going to show my mom the dress. so i'm going to get her on the phone and get her down here. >> reporter: we wanted to find out if women could tell the difference between a bulk store bride and a boutique bride. which do you think is from costco, and which one is from a high-end bridal boutique? >> this one. >> reporter: where? >> this one from a bridal boutique. >> reporter: wrong. it's a costco dress. >> this is costco. >> reporter: you're right. but you think it looks high end, right? costco high end? that's right. >> not my taste. >> reporter: still, when their big day comes, some women will be wearing something borrowed, something blue, and something from their favorite big box store. >> pretty cool. they're calling it costcouture. very cool name. >> the bridal industry, $74 billion industry. >> very expensive. but a lot of people say, there's