First Impressions calls its Madden Road building Arkansas' largest prom and formalwear superstore, and it fills it with thousands of dresses in sizes 000 through 32W. The store sits in Jacksonville, the city that is home to Little Rock Air Force Base, within reach of families in Pulaski, Lonoke and White counties across central Arkansas.
December is the month to circle. Shopping early is how girls get first pick before designer styles sell out, a good tip for anyone with a spring dance at Jacksonville High School, Cabot High School or Sylvan Hills.
September
Homecoming trip, a first look
November
Some families start
December
Most prom stock arrives
December to January
The very best window: full run of styles, sizes, colors
Prom labels, plus sizes and the exclusives
The prom collections cover most of the names a junior has been saving on her phone. Sherri Hill leads, alongside Amarra, Ashley Lauren, Ava Presley, Jessica Angel, Johnathan Kayne, Kate Parker, Ellie Wilde, Primavera Couture, Portia & Scarlett, Alyce and both the couture and prom lines from Rachel Allan. The store also names Jovani and Mori Lee among its designers.
Plus-size shoppers get a section of their own, built from Johnathan Kayne's plus line, Rachel Allan Plus, Sydney's Closet and Tease, and the store describes its plus-size prom selection as one of the largest in Arkansas.
What sets the store apart is a set of gowns made only for First Impressions. Here is how the store describes them.
First Impressions works with the top fashion designers to have custom gowns made for our store that are not sold online and will not be found in any other store in our state.
For a girl who worries about matching someone at her own prom, an exclusive is about as safe as a store-bought gown gets.
How a Saturday at First Impressions goes
No appointment is needed on Madden Road, and a full team of trained formalwear consultants works the floor, so a shopper is not left alone among thousands of dresses.
Arrival
Right at opening on weekends and in peak prom and homecoming season, for shorter waits, more room and first pick of the day.
Photos
Four backdrops are set up for pictures. The dressing rooms stay camera-free, so every shopper has privacy while she changes.
Finishing touches
Jewelry, shoes and accessories are sold on site, so the look can be completed before leaving.
Paying
Cash purchases get a 5 percent discount.
Tuxedos are part of the same visit, and a couple can settle the gown and the tux on the same Saturday without a second stop.
Tuxedos
Rentals through Jim's Formalwear
Reserve
Four to six weeks ahead of prom
Fit
Top brands in slim-fit and classic cuts
Measuring
In the store, for each customer, renting or buying
Younger boys
Junior prom attendees and ring bearers
Homecoming runs on a shorter clock. The store suggests shopping six to eight weeks before the dance, launches new arrivals through the fall, and keeps earrings, necklaces and clutches near the short dresses. Short homecoming dresses come in the same 000 to 32W range.
Quinceañera gowns from Mary's and Princesa, and pageant dresses for little girls
The quinceañera department carries gowns in sizes 0 to 30W along with crowns, gloves and hoop skirts. Its six collections are Amabella, Mary's Quinceanera, Morilee Vizcaya, Morilee Valencia, Princesa and House of Wu, and special orders are available on quince gowns when a size or color is not in stock.
The little girl pageant section runs from infant sizes through youth 16, with crowns, shoes and jewelry to finish the look. Its eight collections are 2Cute Princess, Ashley Lauren Kids, Ava Presley Glam, Sherri Hill Littles Children Pageant, Tiffany Princess, Sugar Kayne, House of Wu Mini Quince and Rachel Allan Perfect Angels.
What Jacksonville shoppers ask First Impressions
When does the new prom stock arrive?
Most of it lands in December. The store recommends shopping between December and January for the widest choice.
What is an exclusive style?
A gown made for First Impressions by one of its designers. It is not sold online and should not turn up at another store in Arkansas.
How far ahead should a prom tux be reserved?
Four to six weeks before the event, and earlier in the busiest prom and wedding weeks. Measurements are taken at the Jacksonville shop, and the team checks that the rental will be ready in time.