Recently we've been questioning the power of 'The Kate Effect'. Jane Shepherdson, CEO of Whistles, was the first to say that Kate Middleton wearing your creations doesn't equal megabucks. Take the blouse she wore to her official engagement portrait, which may have got the Brit brand buckets of publicity, but because the piece was two years old and not available to buy, it didn't translate into actual sales.
Next, it was Roland Mouret who said Kim Kardashian sells more clothes than Kate. 'The kind of people who like Kate’s style are not the kind to rush out and copy her dress,' the French designer said. 'You don’t see hundreds of women running around looking like her.'
Seeing as the Duchess is a fan of recycling her wares and wearing past-season pieces, copy-Kates are prevented from rushing out to buy her latest look. So what do the brands do? Reissue the garments, of course! Yes, now you can buy one of Kate's most iconic dresses, which she wore on her Far East Jubilee Tour this summer.
Kate Middleton *hearts* Beulah
You'll remember the DoC wore a divine powder blue knee-length silk chiffon dress with billowing sleeves plus matching headscarf to visit the Assyakirin Mosque in Kuala Lumpur after that topless scandal. The sheer buttoned-up dress by Beulah London got TONS of attention, not least because it looked rather similiar to an outfit Diana wore to visit a hospital in Lahore in 1996. Luckily for Kate's fans, the dress is now available online at Harvey Nichols. Anyone got a spare £540?
So although designers may not see an immediate boost in sales thanks to Kate's penchant for past-seasons, they CAN benefit from The Kate Effect by re-releasing their designs. You'll remember Rebecca Taylor brought back her navy blue jacket and while Reiss re-released the dress Kate wore in her engagement photos, which originally came from their Autumn Winter 2009 collection. And who could forget when the 'discount Duchess' wore a blue tweet coat by M Missoni which she'd sourced at shopping outlet Bicester Village? By the next day, the Italian brand announced that they would be making the most of her appearance by re-releasing the coat. Nifty!
So will you be rushing to make like Kate by picking up the Beulah dress?