Social media has opened up a whole new world of marketing, with influencers being the main selling factor.
While they could be paid thousands of dollars for one post wearing a certain product, their influence is nothing compared to the Duchess of Cambridge.
Jewellery designer Annoushka Ducas told The Times that the “Kate Effect” drives demand.
“People pay influencers a fortune to wear jewellery on the catwalk or at the Oscars, but my experience is that had absolutely no influence on sales at all unless it is somebody like the Duchess of Cambridge,” said.
Ducas was asked about how Kate Middleton wearing pieces of her collection in the past has changed sales. “She is her own brand, and she is internationally well known and that drives traffic from all over the world.”
The first piece the Duchess wore was in 2014 on her tour of Australia. Kate visited the store but later sent someone back to purchase the 19-carat gold and pearl earrings.
Kate isn’t the only royal with purchase power, Princess Charlotte, Prince George and Prince Louis also have parents scrambling to buy the latest clothes the children wear. The Duchess of Sussex is another big one, who can sell out an item in hours of wearing it.