When Kate Middleton wears an item, it immediately sells out.
But the Duchess doesn't have much of an affect on overall sales, according to Whistles CEO Jane Shepherdson.
Whistles sells mid-priced apparel in England. Middleton most recently wore one of the retailer's items, a blue and purple dress, to the Olympics.
While the dress sold out, the Duchess has little effect on the brand overall, Shepherdson told The Business Of Fashion.
According to Shepherdson:
"[Kate] wore a blouse [in the royal engagement photos] which was actually from a few seasons ago, which we weren’t running. So in that instance, it raised profile certainly, but it didn’t do anything for sales. We had a lot more people visiting our website.
I suppose the biggest impact has been on a dress she wore at the [Olympic] Opening Ceremony. It’s a style that’s been very successful for us anyway — a printed silk dress. That weekend, we sold out of it. Well, of what we had.
It raises profile, it’s great, we get known in countries we’re not known in. But it’s not going to turn us into a success overnight because she wears it. Fortunately, she looks great in it and it’s a great advert, but no more than that."
If Shepherdson is to be believed, than brands should stop lining to to dress the Duchess.
But other brands, like Alexander McQueen, have attributed double-digit gains to Middleton.
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