The recession is affecting
how teens will choose a prom dress this year. Price is a key factor, but there are other consideration -- such as making sure that you don't turn up in the same dress as someone else in your class.
When it comes to prom, teens still crave a little glitz and glamour — even if it's on a tight budget.
No matter what the trend -- bold prints, bright colors, back detail, beading and crystals, cocktail dresses or long elaborate gowns — a range in price points is key this year, with some retailers offering dresses for as low as $50. Stores are also clammering for teen attention by having in-store events where shoppers can walk away with goody bags in addition to their dress.
Teens have been cruising the stores for months in hopes of finding that dream dress for prom. And, as it turns out, once they have it -- no one better buy the same one. Teens are getting superserious about making sure their dresses are indeed one-of-a-kind, even setting up groups on Facebook that allow fellow classmates to post photos of their dresses. One example is a Facebook group from Horace Greeley High School in Chappaqua, N.Y. The group, called "HGHS Prom Dresses '09," encourages all girls at the school to post their dress choices on the page so no two dresses will be alike. The labels they’ve purchased (and posted) include BCBG Max Azria, Nicole Miller, A.B.S. by Allen Schwartz, Dina Bar-el, Tadashi and Niteline.
"I bought my prom dress a few weeks ago," said Ali Peikon, a junior at the school. "I couldn't find a picture online, so I wrote the designer name [Bianca Nero] and color [black and cream] on the group wall."
Another group, called "Bitch That's My Prom Dress!" started by a student at John F. Ross CVI in Ontario, Canada, encourages students to post photos in order to "avoid some catfights on the night of prom…because I sure as hell would start one with a girl wearing my dress," the group's creator writes.
Retailers are offering lost of deals on prom dresses because of falling consumer demand. Because prom dresses are usually only worn once, retailers believe that even affluent customers will be spending less on that special dress this year.