The 'Meghan Markle Effect' is real — but it may not last:
Author:Andrea ChengPublish date:Apr 1, 2019Updated onApr 1, 2019"Look at what I just bought." My friend whips out a pair of Le Specs sunglasses. It's the $70 Air Heart style in black — the exact same ones that Meghan Markle was snapped wearing in New York City last month. "I'm not this person," she says, defensively. "I usually never buy anything that a celebrity wears.
For Outland, the effect was immediate. The brand's founder James Bartle says that it saw a 3,000 percent increase in traffic to its Australian site, a 948 percent increase to its international sites and a 640 percent increase in sales the week of Markle's appearance . Middleton's steadfast dedication and unwavering loyalty to LK Bennett is one that most brands could only dream of having. Cohen calls the phenomenon of a celebrity's endorsement of a brand "catching lightning in a bottle."
The price point, too, may be a contributing factor. With dresses that can run up to $645 and heels that average at $300, LK Bennett designs aren't exactly the most affordable nor are they considered luxury investment-worthy pieces. For Holmes, the more accessibly priced a dress or a shoe or a bag is, the more of a frenzy it stirs up among her followers. Navigating the retail landscape is tough enough as it is, but this contemporary space is especially challenging.
"We've worked hard to carve out a brand identity that is really three dimensional, in that there is real depth behind the work we do as a social-impact brand," he says. "Meghan has brought it to life; she embodies so much of what our brand stands for, from women's empowerment to concern for the vulnerable to sustainability."
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