Complete Savings looks at the brand endorsement power of Kate Middleton
Celebrity endorsement is a powerful thing when it comes to retail brands. We are more likely to feel an affinity with a brand when we see a famous person wearing it. This has certainly been the case for maternity clothing brand Seraphine which multiplied its profits fourfold in the space of one year thanks to the Duchess of Cambridge, who chose one of the brand’s dresses as her maternity wear of choice.
the royal brand of choice
Kate Middleton chose Seraphine as her clothing of choice throughout her pregnancy. Even after Prince George was born, she wore a £46 fuchsia Jolene dress by Seraphine for the first official family photo of her and Prince William with their son. The dress sold out within two hours of the photo’s publication, leaving those not lucky enough to click “buy” in time to be put on a four-week waiting list.
the numbers speak for themselves
The effect that this had on Seraphine’s business has been astronomical. The company reported quadrupled profit and 60% increase in turnover, and has forecast £1.1 million profit for the year ending 31st March. This profit is up from £0.25m last year, and the turnover the company is making has increased from £5.2 million to £8.3 million. These numbers illustrate the power of the Kate Middleton effect!
Chelsey Oliver, Seraphine creative director:
“We were the only specialist maternity retailers that were seen to be dressing her during her pregnancy, which put us on the map. The fuchsia Jolene dress was the really big cherry on the cake but we benefited from the overall message about who we were to the Duchess of Cambridge” ~ The Telegraph Online
a view to the future
Seraphine currently has three stores in London and is planning to open two more in the UK this year. By capitalising on this successful celebrity exposure, their official objective is to grow a further 60% in the next year and revenues are predicted to reach £13m by March 2015. The company also sees particular potential for growth in the US thanks to the publicity from Kate Middleton, and is planning to open a New York store.
The Kate Middleton effect is clearly a marketing force to be reckoned with.