Pulse of Prom
NEW YORK, NY, May 29, 2019 /24-7PressRelease/ — Today, Occasion Brands, LLC (OB), releases the sixth 2019 issue of Pulse of Prom comparing the pre-season prom season trend predictions to the consumer buying patterns for online junior and senior prom dress purchases. Fashion industry expectations mostly aligned with consumer purchasing for prom 2019; however, there were significant variations. Overall, senior prom orders represented 59% of total prom sales in 2019, and junior prom orders were 41% of total prom sales. Dresses purchased for both junior and senior prom reflected consistent preferences in color, fabric, and style. In fact, the top 5 styles sold for junior prom were the same top 5 styles sold for senior prom. All five top styles were long a-line dresses with v-necklines and a stand-out feature.
Color Predictions Only Partially Accurate
Based upon the dresses that premiered at the World of Prom market back in August of 2018 for the prom 2019 season, navy blue was predicted to be a top-selling color, along with burgundy red and mauve pink. Additionally, yellow and a wider range of blue hues were expected to gain popularity. Among the top 25 styles sold for prom (15% of total prom sales), the top 3 color predictions were accurate for the prom 2019 season. Shades of blue (ranging from light periwinkle to midnight blue), shades of red (ranging from bright red to deep wine), and mauve pink represented 83% of all dresses sold in the top 25 styles. The most popular shade of blue was navy blue, and the most popular shade of red was burgundy.
Contrary to the prediction that navy blue would be the top color for prom 2019, red was actually the top color (37%) sold among the top 25 styles, blue came in second at 24%, and mauve pink followed at 22%. The other colors sold in the top 25 styles were green (6%), white/ivory (3%), black (3%), nude/neutral (3%), and yellow (2%). While yellow was predicted to be popular for prom 2019, it was not a top-selling color.
Fabric Predictions Partially Inaccurate
With regard to fabric, chiffon and jersey were expected to remain top sellers. Glitter metallic, sequin, and satin were anticipated to rise in popularity. While chiffon remained a top-selling fabric appearing in 28% of the top 25 styles sold, jersey only represented 16%, dropping behind satin/sateen, which rose in popularity and represented 24%. Sequins (8%) and metallic crepe (4%) did rise in popularity enough to appear among the top 25 styles, but did not become top-selling fabrics.
Prom Dress Style Preferences Stay the Same from 2018 to 2019
Across the U.S., junior and senior prom dress purchasers showed a preference for simple prom dresses with a stand-out feature, such as a statement back, embroidered bodice, or slits. This preference is emphasized by the fact that 80% of the top 25 styles sold for junior prom (which is 15% of all junior prom dress sales) and the top 25 styles sold for senior prom (which is 16% of all senior prom dress sales) are the same styles. It appears girls attending both junior and senior prom selected the same style dresses. In the fourth issue of Pulse of Prom, data revealed that 35% of the top 20 styles sold for prom in 2018 were also among the top 20 styles sold in 2019. Prom goers’ choice of style for dresses has not changed from 2018-2019.
With the uniformity between the top 25 styles sold for 2019, as well as how similar they are to the top styles sold for prom 2018, it can be confirmed that prom dress style choices are on at least a two year cycle. Additionally, in this digital age, the trends are consistent nationally for junior and senior prom. Prom 2020 will show whether prom dress sales trends represent a two year cycle, or if the trends extend an additional year.
About Pulse of Prom
Pulse of Prom is an in-season industry-focused hot-sheet report which highlights prom season online sales trends across each region of the country. This final issue for 2019 compares actual prom 2019 trends with early season predictions.
The data for these 2019 prom sales represents orders placed between January 1 and May 17, 2019. The data for 2018 prom trends represents sales between January 1 and April 23, 2018. All data is across the United States by Occasion Brands, a leading national online prom retailer.
For more information about Pulse of Prom, please contact: Megan Reeves at [email protected].
About Occasion Brands, LLC
PromGirl, founded in 1998, has sold over 2 million dresses online and is the largest online retailer of prom, homecoming, and other special-occasion dresses. It offers an unparalleled selection of high-quality, in-stock dresses at all price points. Through the website, mobile and social platforms, PromGirl’s reach is global, delivering “dream dresses” to more than 140 international destinations. As part of the Occasion Brands portfolio, PromGirl supports the Occasion Brands mission to be the premier retailer in the special-occasion dress market by providing a world-class shopping experience and maintaining customer trust through an understanding of their needs as they experience some of the most important moments in their lives. Occasion Brands’ staff is based in New York City and Middletown, Delaware, and its state-of-the-art facility in New Jersey houses hundreds of thousands of dresses for PromGirl and its sister brands, Simply Dresses and Kleinfeld Bridal Party. In 2018, Occasion Brands expanded its reach by opening a PromGirl pop-up store in New Jersey, a Simply Dresses pop-up store in New York City, and a Kleinfeld Bridal Party Showroom located on the upper level of the Kleinfeld Bridal store.
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