For all press & media enquiries please telephone 02082659712 or email contact@promroyalty.com.
Some of our press to date:
-Strictly Come Dancing Article in Woman's Weekly
-Sugar Magazine Feature
Press Release - 26 May 2009
NEW PROM DRESS LABEL BREAKS NEW GROUND IN THE UK RETAIL
INDUSTRY BY LAUNCHING INNOVATIVE ONLINE REGISTER
26 May 2009, London
If you’ve ever been anxious about arriving at an occasion wearing the same dress as someone else then you’ll appreciate the thinking behind innovative new prom dress label Prom Royalty . By designing and exclusively selling their own unique prom dresses, the company has been able to launch an innovative online dress register – a first for the UK retail industry.
In the next two months thousands of UK teenagers will attend school proms up and down the country. And while the concept of the school prom may be relatively new to the UK, the occasion holds no less importance to UK teenagers than it does for their American cousins. Proms are increasingly seen as an important rite of passage and many girls spend months searching for the perfect dress.
While many independent retailers keep records of the dresses they sell to these girls, in most areas girls at the same school buy from a number of different retailers which creates a risk of duplication. The result: each year some girls find their grand entrance drawing attention for the wrong reasons, when they arrive at prom wearing the same dress as a classmate.
Recognising the need for a new solution, Prom Royalty decided to set about tackling the problem. “Every girl worries about arriving at prom wearing the same dress as someone else”, says Managing Director Victoria Ward, “We wanted to find a way to take away that worry”.
As the only retailer of their own exclusive designs, Prom Royalty realised that they would be able to offer a unique online register. Customers purchasing a prom dress from www.promroyalty.com can register it online and have the peace of mind of knowing that the retailer won’t sell that same dress to anyone else who tells the site that they are attending the same prom.
Having launched the register earlier this year, Prom Royalty has been pleased with the reaction of customers. “The response has been great” says Ward “it’s a really special occasion for our customers, and we are glad to offer a level of service that they and their parents really value”.
Further info:
Based on an American tradition which began in the 1950s, the concept of the school prom has become increasingly popular with UK teens. The concept first began to emerge in the UK around a decade ago fuelled by a plethora American films and TV shows, before it was picked up by the government and sold to schools as a method of incentivising students to work hard for their GCSEs.
Prom Royalty launched in the UK in February 2009 and is the UK’s most exclusive prom dress label. Their gorgeously girly website features a range of stunning prom dresses, ball gowns and evening dresses in a variety of styles and colours. Click here to see the dress register.
Prom Royalty have made a video to promote their unique register in which two girls (wearing identical prom dresses) have a food fight (click here to view). “we’re certainly not suggesting it as a course of action” says Ward “but it does make for entertaining viewing!”.
Contact:
For more information please email contact@promroyalty.com or call 020 826 59712.
Notes to editors:
- High resolution pictures of the food fight are available on request
- High resolution pictures of all of our prom dresses are available on request
We hope you love our prom dresses, prom gowns and evening wear! Go to our 'start shopping page' now to browse pictures of prom gowns and find your dream prom dress.
