Debenhams sees sale of prom dresses

Debenhams has revealed that its fashion sales are benefitting from the rise of American style proms in secondary schools across the country. The phenomenon is so prevalent that in some areas nine out of ten secondary schools will be hosting the events,

sending sales of prom style dresses soaring and creating a new sales peak second only to Christmas, said the retailer. The trend has been sparked by hit US TV shows such as 'Glee' and 'Super Sweet 16'.

Unlike the school disco, the prom is a much more formal affair with evening wear and black tie being the required dress code. Since the start of the 'season' Debenhams said it had seen a 57% rise in sales of occasion handbags and a huge 1,322% sales increase on false eyelashes. Party shoes have also sold well with ten styles selling out ahead of expectation.

The trend has also spawned another phenomenon - the Promzilla, a teenage girl who is keen to outdo her friends, according to Debenhams research.

Debenhams said: “Promzillas are so eager to be the bell of the ball that through 'pester power' they encourage their parents to spend nearly £600 on attending the prom, with limo hire, false tan, expensive haircuts and corsages.”

As a result Debenhams said it had briefed sales staff and personal shoppers to encourage parents not to feel they need to splurge large amounts on what is in effect an end of term party and to make sure they ar aware of the more cost-effective options.

Carie Barkhuizen, spokesperson for Debenhams said: "Dancing at the school disco it seems has had its day. All the focus is now on the prom and being the bell of the ball."

'Ladette to Lady' social & etiquette expert, Liz Brewer added: "Kate Middleton, now the Duchess of Cambridge, has been a brilliant role model for girls as she has shown that clothes can not only be recycled but that high street fashion is okay and appropriate."

Image: Taffeta dress @ Debenhams