Pictured above: (l-r) Fashion Factory's Amanda Baker, Christine Rowland and Kerry Tosh (front)

One of the UK's leading prom dress retailers is predicting a three quarter of a million pound boost to sales as the American high school tradition continues to sweep the UK.

Midlands based Fashion Factory is anticipating sales of more than 3,500 dresses as prom fever takes over at schools across Britain.

The company stocks more than 1000 prom dresses at its Cannock store, which management believe could be the largest number available off the shelf anywhere in the country.

Fashion Factory managing director Michael Edwards said prom dress sales had risen dramatically over the last couple of years, resulting in a massive growth in business.

"The prom dress business has increased hugely from a couple of years ago when we had one rail of dresses to the point that we now have a dedicated prom team working flat out for seven months of the year," he said.

"Now almost every secondary school and college in the UK is hosting a prom and we are even seeing demand for primary school prom dresses as 11 year olds start to hold their own events."

Staff at Fashion Factory store, in Wyrley Brook Park,  expect to see more than 200 young women every Saturday and Sunday from now until the prom season ends in July.

"We have already sold close to 500 dresses this season  and expect that to grow week on week between now and July," he said.

"The key to our success is not just the range we offer, but the expertise our team has in helping young women pick their dresses.

"The unique selling point for us is that we keep a record of every dress we sell and guarantee that we won't sell the same dress to someone else attending the same prom.

"The prom is becoming a real coming of age ceremony for young people and many invest hundreds of pounds into making the night special, booking limos, photographers and makeup artists as well a buying a show stopper of a dress."

Fashion Factory has just launched a radio campaign in partnership with Kerrang and Capital and is also investing significantly in PR and social media, including a Facebook competition to win a prom package worth £1000.

"The growth in prom dresses is driving our business far beyond Cannock with people travelling from as far afield as Scotland and Cornwall," said Michael.

"We are confident that next year will see us hit £1million sales and Fashion Factory will reinforce its position as the first choice to visit for prom dresses."