here's abc's lindsay janis. >> reporter: most women will do anything for their best friend includinging a bridesmaid. >> it can be expensive. >> it can be expensive, yes. it is a commitment. sow need to think about it before you say yes. >> reporter: amanda walsh, who's practically made a second career out of being a bridesmaid, is about to do it again. this time for her best friend nicole morello. >> i actually have two next year. that will be my sixth. >> reporter: and nicole is determined amanda's next dress will not only be reasonably priced but one she might even wear again. >> for someone like her that's been in like so many weddings i'm really trying to be conscious of that. >> reporter: with the market for bridesmaid dresses worth $2 billion a year brands from j. crew to anthropologie's beholden to target are all clamoring for a piece of the cake. and at the same time revolutionizing the industry by offering accessible and affordable dresses. the newest retailer on the scene, gather & gown a strictly online store specializing in bridesmaid dresses under $200. >> we wanted to