Holiday Inn is profiting from this prom craze, as are many other marketers with prom-related goods and services (think flowers, dresses, tuxedos, limos for hire and more). Below, Fashion Factory's prom offerings.
As noted in Chapter 3 of my Essential Guide to Marketing Planning, teens make up a subculture of their own. Trends in teen fashion and behavior can sweep the world in a short time, given the shared taste in entertainment (including music), clothing, soft drinks and so on. Proms have a long tradition in the US and once they're established in the UK, new generations of teens will look forward to their own end-of-school parties too. Is the prom here to stay?
