×
42 725
Fashion Jobs
ADIDAS
Manager Outbound Operations
Permanent · Spartanburg
ADIDAS
Senior Manager, Performance Marketing - Membership (Digital)
Permanent · Portland
ADIDAS
Logistics Manager
Permanent · Pittsburgh
ADIDAS
Technical Manager Maker Lab
Permanent · New York
GAP
Senior Producer- Digital Operations – International Promotions
Permanent · San Francisco
GAP
General Manager- Macarthur Park
Permanent · Irving
HUDSONS BAY COMPANY (HBC)
Analyst, Supply Chain
Permanent · Brampton
PUMA
Analyst, Business Intelligence - Consumer Insights
Permanent · Westford
L'OREAL GROUP
Buyer - (Purchasing/Procurement/Indirect Sourcing)
Permanent · Berkeley Heights
DESIGNER BRANDS
Director, Marketing Advanced Analytics
Permanent · Columbus
THE REALREAL
Sales Analyst, Business Strategy And Analytics
Permanent · San Francisco
THE REALREAL
Authentication And Brand Compliance Lead
Permanent · Perth Amboy
OLD NAVY
Assistant General Manager, Merchandising - Crossroads at Baileys
Permanent · Falls Church
COTY
E-Commerce Key Account Sales Manager
Permanent · New York
RALPH LAUREN
Ralph Lauren Stores - General Manager, Naples
Permanent · Naples
A & F
Brand Marketing Manager, Abercrombie & Fitch - Emea
Permanent · London
RAG & BONE
Sales Supervisor (Full-Time) - Brentwood
Permanent · Los Angeles
GIII APPAREL GROUP
Denim Design Director
Permanent · New York
ALICE AND OLIVIA
Sales Supervisor - Los Angeles
Permanent · Los Angeles
ALICE AND OLIVIA
Sales Supervisor - Boston
Permanent · Boston
TAPESTRY
Senior Planner, Global Merchandise Planning
Permanent · New York
MACY'S
Macy’s Herald Square, New York, ny: Cosmetics Training Manager - Lancôme
Permanent · New York

Young royals give UK luxury brands a US boost, report finds

Published
today Nov 2, 2018
Reading time
access_time 2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

The widely reported ‘Meghan Markle effect’ is proving strong, but Kate Middleton remains the most powerful royal influencer, according to a new report from Brand Finance.



Commissioned by Walpole, the sector body for the British luxury industry, Brand Finance conducted an online survey among more than 1,500 US adults. It found that the younger members of the British royal family are helping boost the popularity of UK luxury brands with US consumers, particularly among the 25-45 year old demographic.

Meanwhile, TV shows such as The Crown and Downton Abbey, coupled with the coverage of the royal weddings, have meant that 73% of US consumers now feel more favourable towards UK brands than they did two to three years ago.

“The monarchy is one of the most defining features of Brand Britain and the royal impact on the desirability of British luxury brands cannot be overstated. Interaction between a brand and any royal, but particularly the Duchesses, is like the mythical golden touch and can transform a brand’s performance overnight,” commented Alex Haigh, director of Brand Finance.

“Recent examples of this effect include Meghan Markle wearing Finlay and Co sunglasses, which created a US revenue increase of 2700%. A white coat by Line the Label sold out within minutes of her wearing it publicly, and the huge demand for the clothing caused their website to crash. Searches for the Strathberry Bag Meghan Markle took to her first official engagement with Prince Harry increased 2,044%, causing the stock to sell out in just 11 minutes.”

Helen Brocklebank, chief executive of Walpole, added: “The arrival of the Young Royals has renewed the world’s enthusiasm for all things British. We are not only seeing a strong increase in demand for luxury goods and of course fashion but also tourism is up. What is most interesting is the appeal of Brand UK and the Young Royals to the 25-40-year-old American consumers. This is a demographic that had previously not been engaged.”

US shoppers, both at home or visiting the UK, are of particular interest for the UK luxury sector. According to Visit Britain, 3.91 million Americans visited the UK in 2017, spending a total £3.64 billion with an average single transaction spend of £813. The American luxury market is also the largest in the world, valued at $85 billion.

Copyright © 2020 FashionNetwork.com All rights reserved.