Prom Dresses - A Growing Market?

It is now increasingly popular for high schools to have an end-of-year prom

, mimicking an American high school tradition that has spread across the world. With the rise in popularity of these events comes the inevitable market for prom dresses as sixteen-year-old girls across the country prepare for their special night.

Many online companies, based in the UK or America, offer prom dresses and accessories; a quick online search returns thousands of potential vendors for that all-important dress. The popularity of such sites was already assured in America, but the growing popularity of prom dresses has grown over here, meaning that more and more sellers are UK-based offering faster delivery and easier returns than those based overseas.

For those wishing to try before they buy, however, many high-street chains sell dresses appropriate for high school proms. Large retailers such as Debenhams and TK Maxx sell dresses that are usually reasonably priced and offer a wide selection. Other stores such as Warehouse, Coast and Monsoon also do formal dresses which, while not originally marketed as prom dresses, are beginning to gain popularity as retailers during the prom season, usually at the beginning of summer.

Dressmakers, a relatively small trade, have seen the benefits of the growing popularity of prom dresses in recent years. Teenagers, desperate to impress their classmates and have the best dress at the ball, are more and more frequently turning to the option of having their dress specially made. This can work out cheaper than buying off the rack, and means no awkward situation of turning up in the same dress as a friend.

The popularity of a school prom does not appear to be waning - both schools and colleges now offer end-of-year balls and many girls will buy different dresses for both, meaning this is a market that will continue to thrive. With a primary school recently making headlines for offering a prom for their eleven-year-old school leavers, it seems that if anything the prom is only going to get bigger; and with it, the market for dresses.

by: Shannon Holland.

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