People Who Makes Less Are Spending More On Prom

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For five days in early August at Atlanta’s AmericasMart, young women and designers gather to be a part of “World of Prom“.

What is such a thing, you ask? Well, at World of Prom, creators combine their forces for a trade show to promote prom, quinceañera, bridal and other formal gowns. Like the Magic Trade Show of Vegas, more than 15,000 people visited AmericasMart during last year’s event, although the organizers remain secretive on the exact figure. Buyers, prom attendees and high couture creators carousel the Paparazzi showroom, where they see colors available to the fabric detailing. If interested, they break out an average of $919 to $978.

But, is the World of Prom worth it for those who aren’t financially able to spend such money?

Racked found that families with a household income below $50,000, spend $1,000-plus for a fancy gown– more than families with higher income. The trade show that is doubling down on an event that is more like a rite of passage than a necessity, is getting money from those who –in our opinion– should be emphasizing education over entertainment. World of Prom features multiple runways, yet in the piece featured at Racked doesn’t highlight the occasions merits in enforcing the whole reason that there is a prom—which is schooling.

Aptly titled The Big, Weird Business of Prom — millions of young women are marketed to buy this World of Prom event that has no intentions of teaching them about higher education. Instead, this event seems like it is focused on keeping the focus on body image, bedazzled dresses and tulle skirts. In the past two decades, the women’s apparel business has transformed. Women are calling the shots and making opportunities using ingenuity and intuitiveness. As brands like BCBG and Tibi, which are staples at World of Prom, struggle, the prom dress industry as a whole is in need of restructuring.

Rent the Runway is already trying to eat into the marketplace by creating something refreshing and new that didn’t exist. This makes sense because why should young girls be focused on spending $600-$1000 on a dress that they are definitely only going to wear once. In this writer’s opinion, events like World of Prom are on its last leg unless they figure out a way to bridge the gap between highlighting the coolness of prom with the rigors of a sturdy education.

[via Racked]

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