ATLANTA — Prom retailers from around the U.S. came to AmericasMart here this month looking to go Hollywood with sophistication and glamour in dresses for next spring.
Hot prom trends at the show, held Aug. 18 to 22, included mermaid gowns, halter straps and one-shoulder cutouts, low backs, high slits, high-low dresses, short dresses in sleek silhouettes and lots of rhinestones and sequins.
Jon Smith, owner of Renaissance Bridals in York, Pa., said, “This year we’re finding that girls want to be old-school pretty — Old Hollywood.” With sales up at least 25 percent this year, Smith is buying more for 2012 and booking more long dresses and ballgowns. Top brands are Mac Duggal, Jovani, Tony Bowls and Sherri Hill.
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Tony Bowls, designer of the Tony Bowls and Mon Cheri collections, said the Eighties’ “Dynasty” look is back.
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“My following wants something more dramatic and unexpected,” he said.
New looks include silk shantung fabrics, plaid high-low gowns, pavé crystals and off-the-shoulder silhouettes with a contrasting sleeve.
Signs of strong business trends abounded. Bowls said his sales were up more than 25 percent. Abraham Maslavi, vice president of Jovani Fashions, said attendance at his showroom was about double what it was last year, and the company’s sales are ahead 30 percent so far this year.
Maslavi said styling “is really based on individual style and body shape.” Southern stores, he noted, prefer high-low and long dresses, prints and glitzy looks.
Members of the Southern Independent Formalwear Association showed for the first time here from Aug. 15 to 18.
Brands included Calvin Klein, Ralph Lauren, Joseph Abboud and Jean Yves. “We brought in 75 new retailers to AmericasMart, and everyone was blown away by the place,” said Kellie Burch, director of SIFA. “We fully expect we’ll double this show next year.”
Matt Guarnieri, director of operations at Geno’s Formal Affair in Lexington, Ky., said his store added women’s four years ago. It now represents 20 percent of sales.
“The girl is the starting point in our business,” he said. “If we sell a dress, we can do a tuxedo rental.”
Tina Loyd, chief executive officer of Terry Costa in Dallas, said hot prom trends include ruffles, leopard prints and knit jersey dresses in solids and prints with sequins.
“It’s leaning more to solids and softer fabrics,” she said.
Loyd’s sales are up 20 percent this year, and she’s upping her buy from top lines Night Moves, Tony Bowls, Sherri Hill and Flirt.
The women’s wear show also featured resort and early spring for specialty and boutique retailers. Top trends, said Kaye Davis, executive director of fashion for AmericasMart, include Bermuda shorts, short shorts, print blocking, neon pops of color, tribal looks and tropical prints. Retailers also bought skinny and flared denim jeans in an array of colors.
At specialty stores and boutiques, business was slow this summer, but retailers said sales are picking up this month.
Sarah Evans, owner of Shop Eve Inc. in Douglas, Ga., booked colored denim, short shorts and feminine tops. She wants lines that are “affordable and good quality” before they hit major stores. She and Dale Augustine, co-owner of Caroline’s in Hilton Head, S.C., both booked Ketz-ke, a new line from Australia, because of its freshness and reasonable price point.
Ashley Collins, owner of Frolic Boutique in Atlanta, wanted timeless looks with fashion flair. She especially liked 3J Workshop for its embroidered blouses, Biya for its bohemian looks and Mystree.