Kate Middleton has had an amazing influence on fashion ever since she started dating Prince William.
The outfits she has worn were sold out within hours after her appearance in them. It is simply incredible how one woman can have so much influence on the fashion world just by wearing the clothes that genuinely suit her.
Below are some of the most popular examples, ranging from designer gowns by Reiss, Isa and Burberry to high street dress from Topshop – all of them sold out after the Duchess of Cambridge has worn them in public.
Experts say that during her pregnancy Kate has boosted the sales of maternity fashion all around the world, looking still gorgeous with her cute baby bump. According to DailyMail even the blue polka-dot dress she has worn after giving birth to the little George was so popular that not only the dress itself, but any similar dress available online was sold out in no time.
It is not difficult to recognise that each and every fashion brand is hoping for Kate to wear their clothes. Being constantly in center of attention – even more so during and after her pregnancy, Kate has become a walking advertising board for fashion brands.
However, Kate’s incredible effect has already spread over to her baby. The white shawl by GH Hurt & Son in which His Royal Highness was covered when carried out of the hospital has experienced an incredible demand ever since. Moreover, if we look back at all the royal baby souvenirs, toys, DVD’s etc., we can see that the royal baby has already positively influenced UK’s retail sector even before his birth, with the Center for Retail Research estimating £87m spent on royal baby celebrations.
In brief, it is almost certain that the birth of the royal baby will boost the sales of childrenswear in the future like no other marketing campaign could ever do.
So lets talk about the interesting part – how can fashion companies take advantage of this development?
What to do?
- 1. Well, first of all – if you are selling fashion in UK and have always wanted to introduce childrenswear, well now is the time!
-
2. Get the attention of the media, relating your products to the Royal Childrenwear style – like this smart guy did:“What are the next looks to adopt for a Royal Baby?”
-
3. Based on the Duchess’ own dressing style, anticipate which pieces she and her stylist would choose for the Royal Baby.
-
4. Don’t get carried away producing souvenirs as they are very short-lived products. Instead produce something which has genuinely a Royal style.
-
5. Then again, watch closely the media and if your brand is the lucky one to be worn by His Royal Highness – you better get lots of stock!
How do you feel about the “Kate effect” and now the possible “George effect”? – do you think all the speculations are overestimated or do you think that there might be indeed a boost of sales in childerswear?
Please let me know your opinions as it is really interesting to hear other people’s perspectives. If any of you live outside of the UK – I would be grateful to hear what you have to say as well!
As always, if you like this and other articles on my blog, please feel free to like and share it with your friends!
Let me know your thoughts and don’t forget to follow my blog for more Fashion.Marketing.Secrets!