July 01, 2011 06:48 ET

Peacocks Launches Its First Wedding Dress

Inspired by that wedding dress, Peacocks announces the launch of its first bridal dress for just GBP 60

LONDON, UNITED KINGDOM--(Marketwire - July 1, 2011) - Just days before the church bells celebrate the start of Moss-stock, Peacocks, the UK's hottest value fashion retailer adds another chic contender to this season's battle of the brides, announcing the launch of its first wedding dress, which will go on sale in August for just £60.

Peacocks' limited edition white lace prom features a sweetheart neckline, lace half sleeve with three-button detail and a satin trim bow belt. The skirt is produced from cotton sateen and has been designed with a full circular sweep to accentuate and flatter a brides' curvaceous womanly curves.

The dress, which is expected to be an instant sell out, is scheduled to launch exclusively on Peacocks' website on August 7th 2011, in sizes eight to 18, offering customers the bridal look at great quality and value.

Peacocks has kept the royal couple under close watch. Its internationally famed Royal Blue dress £14 was a huge hit after launching earlier this year, inspired by the dress Kate wore at her official engagement, and the cheapest of its kind on the high street.

Peacocks' sales this season suggest that British women are smartening up their style. Since the launch of the retailer's new premium brand, Peacocks By Design, sales of occasion proms have doubled on the year (2011 compared to 2010), initiating Peacocks' first foray into bridal fashion.

Antonella Bettley, Peacocks Head of Ladieswear said: "Since the royal wedding, we have seen a new trend for sweetheart necklines and lace in our occasion wear. Catherine's dress had elements that translated well for our customers, the classic neckline with the overlay of lace, and full skirt, were not only classically beautiful but also flattering for a womanly figure."

"Our first bridal dress incorporates the best selling elements of our summer occasion wear, the sweetheart neckline, lace detail and full skirt. We hope the dress makes customers feel every inch a princess whether they choose to wear for their own wedding or a summer party."

Editor's Notes:

Peacocks' royal inspired sales trends:

  • 300 per cent increase in sales of £4.50 feather fascinators. Kate revived the bridal classic at her first Royal engagement with William to Teatddur Bay Lifeboat Station
  • Peacocks' 'Royal' jewellery collection, inspired by Kate and Diana's iconic ring completely sold out in its first week of sale and has been Peacocks' best selling jewellery line in the run up to the big day, selling over 8,000 pieces. The collection costs £4.50 per piece and comprises blue crystal and diamante earrings, pendent and cocktail ring.
  • Return of the Sloane Ranger (on a shoe string) – twinset and pearls have been surprise April best sellers. Sales of Peacocks' £3.50 pearl necklaces are double on the year and twinset sales are up by 80 per cent (2011 compared to 2010)

Contact Information

  • For further information or high resolution images
    please contact:
    Lucy Gillis at ZPR
    0207 896 3404 /07970 785 670