99p dress: Online store OMG Fashion restocks 3 times in 3 days to meet demand for bargain frock

The 99p dress becomes this season's must-have: Online fashion store restocks three times in three days to meet demand for bargain frock

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UPDATED:

15:27 GMT, 29 October 2012

Bargain-hunters crashed a fashion website in their bid to snap up a party dress for just 99p.

Online store OMGfashion.co.uk said they sold 300 dresses in 15 minutes after the MailOnline reported on Friday that they were selling the cut-price frock as an early Christmas treat for their customers.

The company had more than 40,000 people visit their site on Friday and 60,000 on Saturday causing their system to crash under the heightened traffic.

Sell out: OMG Fashion sold 300 of the nude dresses with gold embellishment in 15 minutes after they went on sale for just 99p

Sell out: OMG Fashion sold 300 of the nude dresses with gold embellishment in 15 minutes after they went on sale for just 99p

Sell out: OMG Fashion sold 300 of the nude dresses with gold embellishment in 15 minutes after they went on sale for just 99p

As a result of the demand, OMG
Fashion had to replenish stock of the 99p dress three times over
the weekend after selling more than 1,000.

A spokesperson from OMG Fashion said:
'We have had an overwhelming response from the 99p dress which proves
that this Christmas it's all about price points.

'Our customers are looking for on trend pieces that won't break the bank and this is just what the 99p dress is all about.'

Demand: The online fashion store crashed as people rushed to snap up the bargain buy

Demand: The online fashion store crashed as people rushed to snap up the bargain buy

Currently the website states that the
nude dress with gold embellishment and peplum detail is 'out of stock
till further notice'. But the brand have said the dress will be on sale again soon.

'In the run up to Christmas we will
be having new deliveries of the 99p dress along with other amazing
offers and promotions,' they said.

Shoppers who did managed to bag the bargain gown before it sold actually paid more for postage than they did for the garment itself.

UK next day delivery cost 5.99 while UK standard delivery was 2.95. OMG Fashion said the majority of customers opted for standard delivery but
Friday saw a demand for next day delivery from those who wanted to wear the party frock at the weekend.

Must-have: The website now states that the dress is 'out of stock till further notice' but have promised to have it on sale again before Christmas

Must-have: The website now states that the dress is 'out of stock till further notice' but have promised to have it on sale again before Christmas

The website said the idea for the 99p
dress was born out of satisfying customers who didn't want to pay a
fortune for a dress they may only wear once.

'We recognise the fact that girls do not like to be seen in the same dress
twice especially with photos circulating on social media websites.
Looking good and creating a new look for each night out comes with a
price tag – not any more,' they said.