Homecoming dresses: A craze that’s good for marketers

After years of hardship due to the uncertainty of the pandemic, stores specializing in prom dresses are finally breathing, but their business has grown with the beautiful nostalgia.

“It does us a lot of good, say yes to clothing,” said Fanny Labbe, the owner. The last three years have been very difficult in our environment. I asked myself if I should put the lock under the door.

In the field for 16 years, she says traffic at her Charlesburg boutique for the 2023 cohort balls has been “very strong since January.”

Same story at Rima Design in Val-Belair.

“We had more last-minute sales during the pandemic because there’s always the worry of prom being canceled, so it’s less shopped. This year, customers are smiling again. I’m so happy to see girls having fun picking out their dresses again,” said co-owner Tina El Khoury. Said.

Early season

Second-hand clothing store owners say graduates start shopping for prom dresses and accessories much earlier in the school year than their predecessors.

“Our big time is pretty much over, M explains^me El Khoury, but that’s crazy. I think young women are so excited to make sure they’re going to have their prom, they decide to fix it early.”

Last chance

For her part, Genevieve Comtois-Page, co-owner of Mirage – Beauty and Prom Dresses in Levi’s, says the long Easter holiday will last long. In the latter days his clients came from far and wide to pick out his evening wear.

“Easter weekend is the last big occasion when families come out for walks. Today my appointment calendar is full, but I don’t have anyone from Quebec or Lévis. I have graduates from Sept-Îles, Gatineau, Saguenay, Blanc-Sablon!

A little more on the outskirts, at Lina’s Boutique in Beauceville, a clientele “boom” occurs during the fall.

“It started really strong at the beginning of the school year and we had a lot of requests until after spring break. In the last few weeks, things have been quiet and we mainly do repairs. I think it really varies by location. In Quebec and Montreal, the big season comes a little later.” says owner Marie-Josie Giguere.

One thing is for sure, all stores have noticed a “return to normal”. News magazine He was able to speak in relief of the difficult years he had lived due to Covid-19.