The Kate Middleton Effect: How One Duchess Sells 700 Shoes In A Matter Of Days
July 18, 2011
Kate Middleton in some of her key looks from the North American tour
Last week, the New York Times published an interesting piece about Kate Middleton as a “style icon.” While her style may be more demure than some of the celebrities we often emulate, something about what the Duchess is doing is clearly working.
“The Kate Middleton Effect,” as I’ve coined it, is what happens after she wears something in public: it sells out immediately. During her North American tour, even reporting on what she wore and where to find it was difficult as nearly all of the pieces she wore sold out within hours of her being photographed. The NY Times article reported that Sebago sold 700 pairs of their Bala shoe in a matter of days after Kate Middleton wore her pair. Additionally, sales of her $240 Goldsign jeans tripled after Kate wore them, and her Smythe blazer has been on back order since the moment she wore it publicly. In spite of her typically conservative outfit choices, girlfriend definitely has some selling power.