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Article: Prom dress dances again, retailers say.
- Article from:
- WWD
- Article date:
- December 11, 1984
- Author:
CopyrightCOPYRIGHT 1984 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK -- The prom dress business that seemed to dwindle into obscurity a decade ago has been steadily increasing within junior specialty chains -- and is attracting growing attention among department stores.
Approximately three million high school girls may attend a senior prom in 1985, Census Bureau figures indicate. Retailers expect they will spend $80 to $150 or more on a gown, although several years back, $100 was the ceiling on such a purchase. Stores and junior dress firms are taking note of this consumer's willingness to spend more on more intricately detailed gowns, and they see the prom dress market as an increasingly attractive market to pursue.
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