The Peacocks clothing chain said the reality TV program is inspiring girls to wear the typically night-time underwear during the day and sales spike with every episode of "Essex," The Sun reported Monday.
The chain said lingerie sales at its stores across Britain are up 73 percent over the same time in 2010.
"The 'If you've got it flaunt it' generation is officially upon us, with customers becoming more adventurous than ever," Peacocks marketing director Lisa Bond said.
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