Moss Bros unveils 'Prom Father' campaign to win more student customers

Moss Bros is introducing a Prom Father campaign to pull in younger customers during an “unforgiving” time for the retail market, the menswear chain said on Tuesday.

Brian Brick, chief executive, said staff will be advising students on what to wear to celebrate GCSEs and A-levels finishing.

“Proms are a big thing and growing here. It’s becoming a bit like America,” he said.

The move is expected to help boost sales with the menswear market in flux. Brick noted New Look branching out into standalone men’s shops, and Austin Reed collapsing.

Chairman Debbie Hewitt said Moss Bros traded its way through “what was an unforgiving market” in an update for the year to January 28. She described the trading environment as “highly competitive”.

Pre-tax profits rose 20.3% to £7.1 million, and revenues increased 5.7% to £127.9 million.

During the period the retailer opened seven stores, including at Westfield Stratford City. It now has 127 stores.