The rise of the prom king
BY MARK, MENSWEAR, HOME & ELECTRICALS EDITOR ON 18 JUN 2013 12:13 MEN'S FASHIONCOMMENTS
Retailer Debenhams has revealed that for the first time ever boys are spending nearly as much as girls on getting themselves ready for prom.
Boys are spending on average 24% more prepping for their prom compared with 2012 – only £82.25 less than a girl spends.
Debenhams’ dinner suits are selling 60% more than they were this time last year, formal shirts and shoes are flying off the shelves and bow tie sales have increased by 20% in recent weeks.
Ed Watson, spokesperson for Debenhams said: “The amount a guy will spend on getting prom-ready is now close to rivaling a girl.
“However, the girls seem to be better prepared – we have seen an increase in occasionwear sales since January whereas boys have been rushing in last minute to get ready for the big night.”
Male grooming products and treatments are also getting booked up; the rate of men coming in for spray tans has nearly doubled in the last month alone.
The retailer has also seen an increase in male eyebrow threading appointments to give their ‘guy-brows’ the prom treatment.
Watson continued: “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 looking to celebrities such as David Beckham and Daniel Craig for their ‘promspiration’.”
The cost of prom spending for girls vs. boys is as follows:
|Pocket square||£10||False lashes||£65|
|Spray tan||£20||Make up||£25|
|Eye brow threading||£14||Nails||£35|
|Facial||£35||Eye brow threading||£14|
While this shows girls are still on top, the difference in money spent is much closer than last year and male spending has shot up in recent years:
Stores in Scotland have seen the biggest increase in male promzillas and Liverpool has been inundated with guys coming in for spray tans to compete with the prom girls.
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.