When bride-to-be Kate Middleton stepped
out in flared Burberry trench coat last year, it sold out in every size within
24 hours, because seriously, why wouldn't you jump online to find a new
Duchess-approved closet staple? Since then, Ms. Middleton has been
credited for increasing Burberry’s mass appeal.
The luxe British label immediately
played down Middleton’s role in the rise of recent label fandom, claiming it
was widespread social media tools and placing stores in all the right locations
was the reason for the burst in sales.
It does seem likely that the future
Queen of England does have a heavy hand in helping Burberry’s rise since every
article of clothing Kate Middleton touches (that Zara dress, the blue Issa
frock, everything she's purchased from Reiss) seems to turn to retail gold and
sell out within hours. That’s borderline insane!
Angela Ahrendts, Burberry’s chief
executive points to the brands investments in flagship markets and digital
technology as the reason for Burberry’s recent growth in sales. UK's Daily
Mail reports that Burberry stores in London, Beijing,
Hong Kong, and Paris have increased revenues
by 21 percent in the last three months of 2011 and retail sales have brought in
70 percent of Burberry’s revenue. I still think Kate had a little, or a lot, to
do with Burberry’s rise in sales.
Do you think Duchess Kate helped Burberry
out or is Burberry popular by its own social media and “strategically” placed
stores?
Tags:
Burberry,
Kate Middleton