Peacocks

June 28, 2011 10:46 ET

Roll Up, Roll Up, Say Peacocks

LONDON, UNITED KINGDOM--(Marketwire - June 28, 2011) - This season's man puts his 'mankle' on parade as sales of rolled up trousers increase by 40 per cent, selling THREE times as fast as their non-rolled rivals at Peacocks.

Peacocks, the UK's hottest value fashion retailer confirms this season's man is opting to put his ankle (or 'mankle') on parade, with sales of rolled up trousers soaring by 40 per cent (June 2011 compared to May 2010), and rolled up styles selling three times faster than their non-rolled rivals.

With 'to roll or not to roll' this summer's primary fashion quandary, Peacocks put the anklist to the test, and has tested customer reaction to cropped versus full length male leg attire. Peacocks' creative team rolled up a series of previously unrolled chinos and jeans in selected stores nationwide. The trousers on display experienced a sales' uplift of 120 per cent after being displayed rolled up, confirming the 'mankle' effect as well and truly on a roll.

To satiate increasing demand, and to offer ankle aficionados a greater choice, Peacocks is to introduce four new cuffed chinos and jeans which are scheduled to land in stores during July, priced from £20 to £26.

Celebrities currently showing their support for the rolled up trouser and opting to feel the breeze around their ankles this season include Joey Essex and Jude Law.

Katie Shepherd, Peacocks' men's denim buyer said: "While women are very aware of their acceptable zones to go on show, it seems men have decided there is a new part of their body that should be on display. In Victorian times the glimpse of a woman's ankle was deemed risque, and it seems the modern man is taking this trend forward with sales of rolled up trousers soaring."

Kate continued: "We have dubbed this trend, the 'mankle' effect, and have briefed our in store style advisors to ensure that our male customers understand the 'mankle' rules. Never to be rolled up more than twice or worn with socks, as the woolly 'mankle' isn't a strong summer fashion look."

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