How the Duchess of Sussex has helped this sustainable footwear company sell more shoes.
How the Duchess of Sussex fueled serious business for one shoe brand.
Eco-conscious shoe brand Rothy’s is experiencing the power of the “Meghan Markle effect” firsthand. During her Australian tour with husband Prince Harry this month, Markle swapped her heels for the company’s signature flats on Oct. 16 and again on Oct. 18. Now Rothy’s, which has garnered a cult following for its shoes made out of plastic water bottles, is seeing a serious boost in business since Markle sported them. Kerry Cooper, president and COO, said it has had a three- to fourfold sales increase in the black Point style Markle wore. “We’re thrilled to see that Meghan is a genuine fan of Rothy’s, because we’re all huge fans of hers. We love to see organic love for the brand build,” Cooper said. “The whole team is excited that Meghan’s decision to swap her heels for flats has introduced so many new women to the brand.” Since Markle’s appearance, online users have almost doubled, and both organic and direct traffic has increased by a factor of three to four, according to Cooper. Plus, other styles have benefited from the residual impact, with sales for the Grey and Leopard Point colorways almost doubling.
The San Francisco startup, which launched in 2016, is all about sustainability. Founders Stephen Hawthornthwaite and Roth Martin created Rothy’s unique concept following years of extensive research. The goal has been to reduce waste in every step of the shoemaking process.
Cooper explained, “With sustainable manufacturing practices as a baseline, we can build a collection of beautiful products that don’t necessitate waste. In addition to manufacturing, we think about sustainability in our materials, the extended lifespan of the washable shoe and close control of the supply chain so we’re not overproducing.”
Meghan Markle and Prince Harry