Pictured: Michael Edwards, Managing Director of Fashion Factory

The UK's largest prom dress retailer is getting ready for next year's prom season with the exclusive launch of its 2012 prom dress collection.

Midlands based Fashion Factory has had an extensive reorganisation to accommodate its growing prom department and now has over 1000 dresses on display in the new look store.

To celebrate the new layout, Fashion Factory will be hosting a first look of next year's prom dresses from Friday 21st October, so girls can act fast and choose their perfect dress early.

Fashion Factory's managing director Michael Edwards is delighted with the new look of the store and is looking forward to welcoming customers to see the fantastic new ranges.

"The prom dress business has increased massively 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," Michael said.

After a huge clearance sale in September, the store has been upgraded and is hoping to attract many visitors during October half-term to browse the extensive selection and enter the free prize draw to win a prom dress.

"This refurbishment has included the extension of ranges in our menswear department with the introduction of younger style suits and casual wear as well as a junior prom section with smaller sized dresses at great prices," Michael continued.

"We've even upgraded our in house photo studio and make-over facilities so girls coming into our store can really make a day of it and test their look before prom night with the help of our staff.

"And to celebrate all the changes, we're offering one lucky winner the chance to win the prom dress of their dreams, all they have to do is visit us in store and leave their contact details"

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

"Price is also very important, with everyone's budget under pressure these days we have kept our prices as low as possible - there's always a bargain, with some dresses selling at under £100.

"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 competition to win a free prom dress will be running in store from 21st-30th October and the winner will be announced in November.