Press Releases

21/05/14

THE RISE OF THE PROM KING


Retailer Debenhams has revealed today (21st May) that for the first time ever boys are spending nearly as much as girls on getting themselves ready for prom.

Guys are spending on average 21% more prepping for their prom compared with 2013 - only £26.29 less than the average girl spends.

Debenhams’ dinner suits are selling 60% more than they were this time last year, formal shirts and shoes are selling fast and demand for bow tie is up by 20% in recent weeks.

Lizzie Singleton, spokesperson for Debenhams says; “The amount a British guy will spend on getting prom-ready is now much closer to the total paid out by girls. 

“Young women seem to be better prepared - we have seen an increase in occasionwear sales since January, whereas guys have been rushing in last minute to get ready for the big night.

“It’s no expense spared as girls shell out 27% more on prom dresses than they did two years ago. They are also favouring grown-up glamour with sales of luxury embellished gowns soaring by 250% compared with this time last year.”

Male grooming products and treatments have also seen a big rise in demand; the rate of men coming in for spray tans has nearly doubled in the last month alone. There has also been a 37% increase in boys booking in for eyebrow threading appointments to give their ‘guy-brows’ the prom treatment.

Singleton continues: “prom fever has hit Debenhams and guys are going all out to look their best and it doesn’t stop at the suit.

“Budding prom kings want to achieve a polished, groomed look and are turning to celebrities such as David Beckham and Daniel Craig for their ‘promspiration’.”

The cost of prom spending for girls vs. boys is as follows:

 

Boys

2014

2013

2012

 

Girls

2014

2013

2012

Suit

£145

£110

£95

 

Dress

£190

£160

£150

Shirt

£28

£28

£25

 

Shoes

£55

£30

£29

Bow tie

£16

£12

£9

 

Bag

£27

£25

£19

Cummerbund

£20

£15

£12

 

Jewellery

£32

£33

£33

Shoes

£85

£65

£45

 

Hair styling

£30.50

£30.50

£25.00

Cufflinks

£40

£35

£25

 

Spray tan

£20

£20

£20

Pocket Square

£12

£10

£10

 

False lashes

£65

£65

£45

Spray tan

£20

£20

£20

 

Make-up

£26

£25

£18

Eye brows

£20

£14

£14

 

Nails

 £35

 £35

£25

Facial

£35

£35

£25

 

Eye brows

£14

£14

£14

Hair cut

£45

£41

£22

 

Lingerie

£32.64

£29.75

£29.75

Total

£465.85

£385

£301.50

 

Total

£492.14

£432.25

£407.75

 

 

Stores in Scotland have seen the biggest increase in male formal wear and Liverpool has been inundated with young men booking in for spray tans over the last month.

Debenhams’ personal shoppers are now offering prom consultations for guys who need a helping hand finding the perfect suit.

To meet the demand of budding prom Kings Debenhams has launched a complete tuxedo available for only £110.

Debenhams formalwear is available in stores nationwide and online at Debenhams.com.

 

Debenhams Debenhams is a leading international, multi-channel brand with a proud British heritage which trades out of 240 stores across 28 countries.  Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions. In the UK, Debenhams has a top four market share in womenswear and menswear and a top ten share in childrenswear.  It leads the market in premium health and beauty. Debenhams is the eleventh biggest UK online retailer by traffic volume and in March 2013 was awarded “International Growth Initiative of the Year” and “The Retail Technology Initiative of the year for Endless Aisle” at the Oracle Retail Week Awards. Debenhams has been investing in British design for 20 years through its exclusive Designers at Debenhams portfolio of brands.  Current designers include Jeff Banks, Jasper Conran, FrostFrench, Henry Holland, Betty Jackson, Jonathan Kelsey, Ben de Lisi, Julien Macdonald, Jane Packer, Jenny Packham, Pearce Fionda, Stephen Jones, Preen, Janet Reger, John Rocha, Jonathan Saunders, Marios Schwab, Ashley Thomas, Eric Van Peterson and Matthew Williamson.

CONTACTS

Debenhams Press Office
020 7529 0236 / press.office@debenhams.com

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