Markle effect lifts brands
Bride-to-be’s fashion choices expected to pump millions into Britain’s economy
LONDON Canadian fashion designer Bojana Sentaler stared at her television on Christmas Day to see if Meghan Markle had a gift for her.
She did. As Prince Harry ’s future bride left a church service on the grounds of Queen Elizabeth II’s private country estate, Sentaler spotted a cuff detail on Markle’s camel alpaca coat that told her customers would be flocking to her website.
“I was looking for the ribbed sleeves, hoping it was a Sentaler coat,” said the designer, who met Markle when she was a TV star. “And as soon as I saw that, I was so happy and so excited and it was the best Christmas present I could ever wish for.”
The Meghan magic was almost instantaneous; Markle’s coat sold out, as Sentaler expected, and the publicity fuelled sales of other designs. Now part of an elite circle of entrepreneurs tapped with the monarchy’s golden touch, the designer plans a boutique in London.
Markle’s marriage to Harry on May 19 is likely to pay dividends for the designers, florists, bakers and tiara makers who are directly part of it, as well as for businesses further down the line of affection.
The bride-to-be alone is forecast to pump 150 million pounds (US$210 million) into the British economy as consumers try to mimic her style, according to economists at Brand Finance, which produces an annual report on the monarchy’s economic contributions.
Marketers see Markle as a bonus from the Royal Family, since her engagement to Harry followed so closely on the sensible but very stylish heel of the former Kate Middleton, who married Prince William seven years ago.
But Markle, whose pencil skirts and stiletto heels have graced the TV show Suits for seven years, brings fresh sparkle to the picture. Having her showcase a coat, handbag or service is like being associated with a fairy tale, just like when Grace Kelly married Prince Rainier III of Monaco in 1956.
The royals don’t advertise, but they do set trends and showcase whatever they might be wearing, seeing or doing, especially in the era of social media. Websites such as whatkatewore.com (which follows the styles of Markle’s soonto-be sister-in-law, the Duchess of Cambridge) and its sister site, whatmeghanwore.net, quickly pinpoint the designer and sometimes tell a bit of a garment’s story.
When Markle wore The Dina style jean from the Hiut Denim Company, there was worldwide publicity about a firm in Wales which started to re-employ workers displaced when the local factory closed.
Handbag designer Charlotte Elizabeth, a small firm supported by The Prince’s Trust charity, warns of long waits and unprecedented demand now that Markle is part of the equation.
As Susan Kelley, founder of whatkatewore.com, sees it, “I think Meghan understands sartorial diplomacy and understands it to the level that she wants to expose smaller artisanal brands to the general public. It’s a tremendous economic driver, a tourism driver and a platform to draw attention to the charitable endeavours they think are important.”