The chief executive of one the UK's oldest high street names said that a British prom boom was driving "fantastic" sales growth.
Moss Bros boss, Brian Brick, said that 80 per cent of Britain's schools now have proms. And this wasn't just having a positive impact on its suit hire division, it was boosting sales in its larger retail operations.
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“There is a massive influence on proms from America," Brick told BBC Radio 4's Today programme. He added that US hits like High School Musical and Glee were key in driving prom interest. "We are seeing fantastic year on year growth," he said.
Brick explained that there was increasing trend of teenagers buying, rather than hiring, prom wear. This was particularly positive for Moss Bros' as its hire division only represents 15 per cent of operations. “When we talk about the impact of prom on our business, we are really talking about the retail side,” he said.
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“They [teenagers] really want to dress up. This is their big big event. They’ve been out and scouted what they want to buy. They come in with mum – because it’s always mum that’s going to make the decision… It’s almost like a coming out party,” he added.