Pulse of Prom

Online Junior and Senior Prom Dress Shoppers Purchase Dresses 30-34 Days Before Their Event

NEW YORK, NY, May 16, 2018 /24-7PressRelease/ — With the prom dress buying season beginning to wrap up, Occasion Brands, LLC, releases this issue of Pulse of Prom exploring the relationship between when online dresses for junior and senior prom are ordered and the date of the event in year-over-year (YOY) 2018 and 2017. In the data reviewed for this issue, order dates represent the days that purchases were made for junior and senior prom dresses, while event dates are the days of the junior and senior proms for those orders as reported by consumers. In the US, the median number of days between order and event dates for junior and senior prom has been between 30-34 days in both 2017 and 2018. This shows that consumers are buying prom dresses online about a month in advance of their proms. They do not wait until the last minute to shop online. Data also reveals that event dates for online prom dress shoppers fall between late April and late May, with junior proms occurring one to two weeks earlier than senior proms.

Online Consumers Purchase Dresses Early for Junior and Senior Prom
Nationally, based on the median number of days between order date and event date, consumers tend to shop on a similar timeframe for both junior and senior proms. The time frame varies slightly by region. Consumers in the Northeast purchase dresses with more days between their order date and event date (for both junior and senior prom) than any other region. In 2018, consumers in the Northeast bought their prom dresses online with a median number of 50 days before their senior prom, and 43 days before their junior prom. Shopping online closer to their event dates, consumers in the West committed to buying junior prom dresses a median number of 24 days before their event and senior prom dresses 26 days before their event. This may speak to the availability of dresses with Northeast shoppers not wanting to have popular styles sell out in advance of their proms which are held later than other regions.

Junior Proms Occur Before Senior Prom
In both 2017 and 2018, the majority of junior proms fell between late April and mid-May, while the majority of senior proms occurred between late April and late May. For 2018 junior prom, the earliest median prom dates belong to the Pacific and South regions, falling on the week of April 15th. Closely following is the West, with median prom dates falling on the week of April 22nd. The Northeast and Midwest regions have the latest median junior prom dates reported, falling on the week of May 6th. For senior prom 2018, the earliest median prom dates are the week of April 15th for the Pacific region. The median prom dates in the South and West regions fall on the week of April 22nd. The latest median prom dates were seen in the Midwest and Northeast regions, falling on the week of May 13th. Nationally, senior proms in each region are one to two weeks after junior proms per the event dates reported by consumers. https://www.promgirl.com/

The Data
The data for these late season prom trends represents orders placed in 2017 and 2018 between January 1 and May 5, and event dates collected between April 1 and July 31 across the United States by PromGirl, a leading national online prom retailer.

About Occasion Brands, LLC
PromGirl, founded in 1998, has sold over 2 million dresses online and is the largest online retailer of prom 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, its mission is 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, Simply Dresses, and Kleinfeld Bridal Party.


For the original version of this press release, please visit 24-7PressRelease.com here

Pulse of Prom

2017 vs. 2018 Prom Dress Sales Trends Show Affordability and Simplicity Prevail

NEW YORK, NY, May 01, 2018 /24-7PressRelease/ — With the prom dress buying season well under way, Occasion Brands, LLC, releases this issue of Pulse of Prom comparing year-over-year (YOY) 2018 and 2017 online purchase trends for both junior and senior proms. The average price of a dress sold for prom dropped from $211 in 2017 to $198 in 2018. This 6% decrease shows the growing importance of affordability for prom dress shoppers. Consumers also spent less on junior prom dresses than senior prom both years, reinforcing a consistent trend of spending a bit more for senior prom than junior prom. With fewer of the top styles sold in 2018 boasting the embellishments preferred in the top dresses sold in 2017, simplicity for a bargain is the driving force for prom dress sales in 2018.

Increase in Dress Sales Under $200
In 2018, an increase in prom dress sales at lower price points emphasizes the fact that consumers are spending less on prom dresses in 2018 than they did in 2017. Both 2017 and 2018 had the highest percentage of sales in the $100-$200 price range; however, prom dress sales under $100 increased by 4% from 2017, and dress sales in the $100-$200 range rose by 3% in 2018. This results in a significant increase, 7%, in prom dress purchases under $200 in 2018 than in the previous year. Additionally, 2018 had 6% fewer prom sales in the $200-$400 range, further affirming the preference for affordable prom dresses in 2018. www.promgirl.com

Nationwide Preference for Affordable Styles
Nationally, the US average price per prom dress declined in 2018 compared to that of 2017. The West ($204 in 2017 vs. $189 in 2018), Midwest ($215 in 2017 vs. $200 in 2018), and South ($212 in 2017 vs. $197 in 2018) showed the largest decrease at 7% each. The Northeast had the smallest decrease at 3% in average price, dropping from $213 in 2017 to $207 in 2018. Rounding out the middle, the Pacific region had a 6% decline in the average prom dress price, decreasing from $185 in 2017 to $174 in 2018. This drop in the average price point is indicative of the overall preference for more affordable prom dresses with simpler stylings in 2018.

Consistency in Junior vs. Senior Prom Sales Trends
In both 2017 and 2018, senior prom made up the majority of total prom sales at 60%, while junior prom accounted for the remaining 40%. With junior prom dress sales under $100 averaging 26% in 2017 and 30% in 2018 (compared to 20% in 2017 and 23% in 2018 for senior prom), there is consistently a higher percentage of purchases under $100 made for junior prom. Furthermore, prom dress sales in the $200-$500 range show a consistently higher amount of senior prom purchases (41% in 2017 and 35% in 2018) compared to those for junior prom (34% in 2017 and 28% in 2018). Ultimately, buyers continued to spend more for senior prom than junior prom dresses both years. www.promgirl.com

From Embellishments to Simplicity
While the 2018 prom dress trends so far this season demonstrate a preference for long v-neck dresses in an a-line cut, the 2017 prom dress trends had more variety among the top styles sold. Embroidered bodices, two-piece styles, high necklines, and illusion accents (like sheer cut outs or mesh panels) adorned the top styles in 2017 when consumers opted for unique, embellished long dresses for prom. While the top choices for both years show a strong preference for the color red in varying shades, in 2017 buyers sought burgundy, wine, and black; whereas, 2018 consumers prefer a range of red hues, as well as subtle earth tones, like mauve and champagne. The trends that remained constant over both years include floor-length a-line skirts, v-necklines, and top fabrics like chiffon, jersey, and tulle. In seeking prom dresses at a more affordable price range, 2018 prom dress shoppers have opted for similar cuts and fabrics to previous years, but with fewer embellishments.

The Data
The data for these mid-season prom trends represents sales in 2017 and 2018 between January 1 and April 23 across the United States by PromGirl, a leading national online prom retailer.

About Occasion Brands, LLC
PromGirl, founded in 1998, has sold over 2 million dresses online and is the largest online retailer of prom 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, its mission is 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 brand, Simply Dresses.


For the original version of this press release, please visit 24-7PressRelease.com here

Pulse of Prom

Mid-Season Prom Dress Sales Trends Show Affordable Long Styles in Dark Colors Prevail for Junior Prom

NEW YORK, NY, April 17, 2018 /24-7PressRelease/ — With the prom dress buying season ramping up, Occasion Brands, LLC, releases this issue of Pulse of Prom with the 2018 mid-season’s online purchase trends for both junior and senior proms in the United States. As peak season approaches, senior prom dress sales continue to dominate at 58% of total prom sales. Making up the remaining 42%, purchases for junior prom represent a significant portion of all prom dress sales. While the top dress styles sold nationally for both junior and senior prom so far this season show a clear preference for long, formal styles in shades of red, junior prom purchases are more affordably priced below $200. Junior prom dress buyers are choosing dresses in darker shades, compared to the brighter, spring hues selected by senior prom purchasers. www.promgirl.com

Long, Formal Styles Prevail
With all of the top dress styles sold for junior and senior proms boasting floor length hemlines, it appears that formal style is the preferred look for both events this year. While the skirts of the top ten styles sometimes feature variations, such as slits or high-low cuts, all finish with floor-sweeping hemlines. Historically, long dresses are typically reserved for formal proms and short dresses for semi-formal proms. As none of the styles in the national top ten rankings for junior and senior prom are short dresses, it’s clear that junior proms this season are just as formal as senior proms.

Affordability is Key for Junior Prom
Nationwide, the top styles purchased for junior prom feature the same trendy designer looks sought for senior prom, but at a lower cost. For junior prom, 70% of dress sales are under $200, and 89% are under $300. On the other hand, 63% of senior prom dress sales are under $200, 84% are under $300, and 97% are under $400. While the preferred styling across the board are similar for junior and senior proms, for junior prom sales, affordability takes priority over specific designer brand names. This marks a key difference in the purchases made for junior versus senior proms. Consumers are willing to spend over $300 for specific designer styles for senior prom, but they shop for the same look for less than $200 for junior prom.

Dark Colors for Juniors, Brighter Shades for Seniors
Darker colors are the hues of choice for junior prom this year; whereas, brighter, spring shades prevail for senior prom. Deep burgundy, rich hunter green, bold navy, and elegant black dominate the nationwide top junior prom color choices for the mid-season trends. Meanwhile, bright reds, ethereal champagnes, muted mauves, and subtle earth tones are the preferred shades for senior prom. Red, in varying hues, reigns supreme across the styles purchased for both junior and senior prom. It remains to be seen if these trends will hold true throughout the season. www.promgirl.com

The Data
The data for these early season prom trends represents sales between January 1 and April 8, 2018 across the United States by PromGirl, a leading national online prom retailer.

About Occasion Brands, LLC
PromGirl, founded in 1998, has sold over 2 million dresses online and is the largest online retailer of prom 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, its mission is 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 brand, Simply Dresses.


For the original version of this press release, please visit 24-7PressRelease.com here

Pulse of Prom

Early Trends in Prom Dress Sales Show Solid Colors and Affordable, Classic Styles Dominate

NEW YORK, NY, March 20, 2018 /24-7PressRelease/ — With prom dress buying season in full swing, Occasion Brands, LLC, releases Pulse of Prom to highlight the 2018 prom season’s sales trends online for both junior and senior proms. While early season senior prom sales clock in at 58%, junior prom is not far behind at 42%. Across the board, the prom style preferences for both juniors and seniors reveal that simplicity is key for this season. Data shows that the top-selling styles in January and February are classic in style and solid in color. Price points are also averaging $100-$200 for popular styles, although this varies slightly from region to region. Consumers in the Pacific (Alaska and Hawaii) are likely to spend more with an average price range of $150-$250, while buyers in the South spend less with an average price between $99 and $149 for prom styles.www.promgirl.com

Solid Unadorned Colors Prevail
Solid colors reign supreme, with burgundy, last season’s hot color, continuing to hold sway this season with consumers across the US. Mauve and earth tones are starting to gain traction with prom dress buyers in the Pacific region. Prints have taken a back seat this season, as solid colors dominate. The fabric and embellishments are simple, with the most popular styles fabricated in chiffon or tulle mesh. The most purchased styles have very little beading, sequins, or appliques.

Long, A-Line Dresses with V-necklines Predominate
Long dresses are still the preferred choice for prom this season, especially those with an a-line cut. Long styles currently represent 89% of junior prom sales and 97% of senior prom sales, with long styles holding a total of 94% of all prom sales. Across the US, the preference is for a-line dresses with v-necklines, rather than form-fitting sheath or mermaid dresses.

Affordability Dictates Choices
Along with simplicity, affordability is driving dress choices this prom season. Overall, 44% of all prom sales are for styles priced between $100-$199. For junior prom, more consumers are likely to spend under $100 than those shopping for senior prom (26% sales under $100 for junior prom vs. 20% sales under $100 for senior prom). A larger percentage of buyers for senior prom, compared to junior prom, are willing to spend more than $300, which shows that senior prom attendees are willing to spend more for a dress for this last big high school event.

The Data
The data for these early season prom trends represents sales between January 1 and February 28, 2018 across the United States by PromGirl, a leading national online prom retailer.

About Occasion Brands, LLC
PromGirl, founded in 1998, has sold over 2 million dresses online and is the largest online retailer of prom 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, its mission is 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 brand, Simply Dresses. www.promgirl.com


For the original version of this press release, please visit 24-7PressRelease.com here

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