London, Feb 27 (IANS) A strand of legendary musician Elvis Presley's hair has failed to attract any buyer at an auction.

The memorabilia, encased at the centre of a gold disc, was expected to fetch up to $960 when it went under the hammer Thursday, but bidding failed to meet the reserve price, reported contactmusic.com.

The seller, a music fan from Gloucestershire, England, said he bought the strand during a previous televised auction.

A spokesperson for auction house Chorley's admitted such unusual items are losing popularity with collectors. He said: 'These more fun items are not doing as well in the current market as the more serious antiques. It's just one of those things.'