A Cannock teenager will be the belle of the ball at her prom next year after winning a dream prom dress and makeover.

The in-store competition was organised by leading prom dress and fashion outlet, Fashion Factory, to launch the new 2012 prom dress collection.

16 year old Abby Milligan, a Cheslyn Hay sports and community high school pupil, was randomly selected as the winner and was invited to the store this week to select her dress.

"It was really hard to choose, I have never seen so many dresses in one shop" she said.

"With the help of my mum and the friendly staff we managed to narrow it down to one dress."

"I'm so happy to have won, it was a complete surprise and it's been an amazing experience."

As part of her prize, Abby had a hair and make-up session and went on to enjoy a photo session where she modelled several of her favourite dresses.

Abby is keeping her final choice of dress a secret but she needn't have worried as Fashion Factory log every dress sold into an events diary to ensure that no two designs of the same colour turn up at the same event.

Fashion Factory managing director Michael Edwards was thrilled with the response to the competition.

"Our redesigned store now houses over a thousand prom dresses so the number of entrants for the competition came as no surprise. Our range is unrivalled with designs and colours to suit every taste," he said.

"Although our winners' prom date is not until next year we know how important these events are to young ladies. Our dedicated prom team work flat out for seven months of the year to meet their high expectations."  

As the festive party season approaches, the store expects to be especially busy with partygoers looking for the perfect Christmas outfit. The store in Wyrley Brook Park is also open on Sundays from 10.30 to 4pm.