Kate Effect In British Fashion Industry

With the "Kate effect" gradually fermented in the UK, the equivalent of Royal authorization has virtually disappeared in the UK's high-end fashion industry.

The Duchess of Cambridge (Princess of Kate), who wears a camel tight dress that is priced at 175 pounds and is produced by Reiss, a high-end fashion chain brand Reiss, will see consumers visiting's the Obamas.

For chain corporation, a fashion brand struggling to cope with the sluggish consumption, declining sales and rising cotton prices, the celebrity endorsement of the Duchess is undoubtedly the sharpest marketing tool.

Reiss said: "the photos of the Kate Princess wearing skirts are seen in the media. The rush to the Internet ordered our website to be paralyzed, and the dress in all the stores was sold out within a few hours."

In today's era of celebrities, the distinction between fame and fashion is becoming increasingly blurred - retailers are also happy to see their success.

A journalist who specializes in fashion reports once reports that a famous person wears a garment that is not a celebrity endorsement, the increasingly sophisticated website will immediately try to "encourage" consumers to imitate the style of the stars.

"We have been doing this for the same reason as the star dressing style. The difference is that the Internet enables consumers to see the clothes that they want to buy immediately," said Karen Richards, chief retail consultant at Penna, a human resources consulting firm. He said that he provided consulting services to several well-known retailers in.

"In the past, consumers had to plan to go shopping and see if they could buy that fancy dress, but now it's unbelievable from the point of view of e-commerce."

Nowadays, not only young people and fashionable fads are attracted to a steady stream of consumers -- Samantha Cameron's gray dot dress comes to the conservatism (Conservative party) conference, which sells Martha's (Marks and Spencer) dress for 65 pounds on sale and empty. "Cameron"

Before we talk about brand, the challenge that retailers usually face is how to attract such consumers: they go into stores to buy clothes of a brand but find they are out of stock.

This is the second time the Kate effect favors Reiss.

In the official engagement photo, the Duchess wore a white Reiss dress priced at 159 pounds.

Reiss's response is to increase production and sell the dress to the market, which consumers can purchase online.

What's the result? Reiss shop sells one piece per minute, and finally 1000 of the clothes on the rack are sold out, and the revenue is over 150 thousand pounds.

"The same thing happened to Kate's dead mother Diana (Diana), but the consumers at that time did not necessarily buy the style she wore, but we soon forgot about it," says Peter York, a writer and social commentator.

In the era before the Internet, copying Diana's style of dress instead of buying the same suit was popular at that time.

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It is the secret of rapid rise of online retailer Asos to facilitate consumers to imitate celebrities' clothing styles.

Asos is known as the most popular stock in the British retail industry. At the very beginning, it was named As Seen On Screen, specializing in imitation. Now it has become a fashionable brand.

"In the past, Asos passed

These celebrities now combine their own fashion brands with Asos and other high-end fashion brands.

"Generally through magazines and digital media, consumers resonate, their reaction is to buy."

Celebrity endorsement is also the key factor for SuperGroup's success. David Beckham and Leonardo Dicaprio (Leonardo DiCaprio) wear Superdry fast - dry T - shirts, hoodies, and jackets to the media, and their sales are flying.

Since last year's stock market volatility, SuperGroup's share price has gone through a wave of roller coaster prices, which is gratifying when it is selling blowout, and its share price has dropped sharply every time the City declines the brand and says it will become more and more unfashionable.

However, not all famous brands are eager for public recognition.

Last month, Princess Kate visited the Ted Baker store on King s Road for the new honeymoon shopping. But Ted Baker founder Ray Kelvin (Ray Kelvin) admitted that he did not even know what the other party had bought.

"Celebrities buy our brand clothes, and we don't want to exaggerate it," he said.

I'm glad that Princess Kate can come shopping in our shop, but she is also a customer.

We don't want to make a big deal out of it. "

Ted Baker is famous for its lack of advertising in the circle, but it has also made some distinctive endorsements.

14 years ago, when the price of Ted Baker fluctuated, a child of Toni Tony (Blair Blair) wore a Ted Baker T-shirt and took part in the family photo after winning the election in Downing street 10.

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British luxury brand Burberry (Burberry) is another favorite brand of Kate. At the beginning of this year, she wore a classic camel camel (camel trench coat) to Belfast.

Celebrities are so fond of brands that they generally can't see customers coming to high-end stores.

But through a very unusual move, Burberry tries to create celebrities that are different from the past through the YouTube video network.

In order to carry forward the British cultural tradition, Burberry's website Burberry Acoustic has launched a series of ambitious activities featuring typical British style, including singers singing Misty Miller and Pegasus Bridge, but no celebrities are present - and no windbreaker.