Step aside Karl Lagerfeld and Marc Jacobs, there’s a new show in town and her name’s Kate Middleton. She’s shaping up next season’s trends by just stepping outside the palace doors. These days when celebrity is just about the most important thing on everyone’s minds, the next important thing is what you’re wearing.
In the past couple of years, we’ve seen a trend of powerful women influencing consumer behavior in fashion and to tell you the truth, it’s exciting! After Obama’s inauguration, J. Crew’s site was down for 90 minutes as shoppers wanted to buy the coats that Malia and Sasha wore down the parade route. H&M also received “positive response” from customers after Michelle Obama appeared on the Today Show in one of their $35 dresses. It’s been reported that Michelle’s impact on the fashion industry sings to the tune of $3 billion. Now, Kate Middleton is setting the fashion world on fire. With her oh-so chic and sophisticated style, the world wants what’s in her closet.
But why are these women important to fashion and how does it affect us as consumers? Well, for one thing, regardless of what is happening on Capitol Hill, these ladies have a stimulus package of their own to offer the economy, one that isn’t stringed with conditions and negotiated tax breaks. For another, if people are willing to buy whatever Michelle and Kate are wearing in large quantities, the economy may rebound sooner than we may think.
Perhaps the most significant impact is that these ladies are able to set fashion trends, democratizing the whole fashion industry in a way never thought possible. Instead of consumers buying something just because Marc Jacobs said it was the new “hot trend,” consumer purchasing power is dictating to designers what the new hot trend is by buying what these women are wearing.
It’s just been a few months since the Royal Wedding, but Kate’s dress has probably been copied by designers all around the world a million times over. Want to get ahead of the next trend? Look to women like Michelle and Kate for your fashion advice.
I thought the “Kate Effect” was the one where Americans stare gawk-eyed at any news broadcast mentioning anything related to a royal wedding that nobody with any purpose in life should possess even a scintilla of interest in.
Hmm. I should look that up.
Posted by The Dead Roman | July 28, 2011, 7:23 pmIt has bee crazy the frenzy over this woman’s wardrobe, she has completely ousted Michelle Obama. It’s not only an impact on fashion but an impact on the economy, and a clever strategy and hats off to the White House. Possibly even the reason for the recent royal visit to the States???
Posted by Bckls | July 29, 2011, 9:32 amI also have to say I don’t think consumers reflecting their purchases off of media darlings is anything new, and can be traced back to Elizabeth Taylor and Bridgette Bardot.
Posted by Bckls | July 29, 2011, 9:35 amBeckls: I agree. It’s a clever strategy and the impact on the economy so far has been good. While it’s not something new, I’m just excited to see that powerful political women are leading the way nowadays.
Posted by Linna | July 29, 2011, 7:31 pmForget Kate. I thought it was all about Pippa now.
Posted by Kionon | August 4, 2011, 7:44 pm