Prom wear sold online
Launched in December 2000 by New York-based Dessy Creations and After Six formal wear brands dcprom.com are selling dresses online and allowing customers to pick them up at one of Dessy`s 1,000 approved retailers nearest the customer for final fitting. The company is offering 16 prom dress styles in sizes 2-16, all priced from $150-$200. Dcprom.com lets the customer buy the Dessy and After Six brands online, and then delivers the dress to the local store. The site is getting up to 8,000 unique visitors per day-- 25-30% of visitors are repeat viewers. Dessy is driving visitors to the site through links on Yourprom.com, Seventeen.com, e-crush, Modernbride.com, Alloy.com, and print ads in Your Prom and Teen magazines, plus brochures in 1,000 national retail outlets.
Dessy plans to offer this option for the bridesmaid dress market too, since bridal parties are often shopping from geographically diverse locations, yet need to get the same dress style. Retaining a strategic place for the local retailer in this Internet purchasing cycle makes good sense for the custom fit dress marketplace, the company says.
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