The focus off the court at Wimbledon was all on the fashion
Look, it was one of the biggest sporting achievements by a British individual in, well, since last summer so you’ll have to excuse me another article of tennis-related commentary. Because on Sunday, as Andy Murray and Novak Djokovic were sweating through their respective Adidas and Uniqlo kits, there was as much internet interest on who was in the crowd and what they were wearing.
The wonderfully maned Kim Sears, Murray’s missus, was defying the sweltering heat in a pastel green, long sleeved Victoria Beckham number while Andy’s mum Judy wore a Bolongaro Trevor sleeveless blouse before announcing much to the chagrin of the BBC that she was to wear a Jenny Packham dress to the winner’s dinner. A for once smiling Victoria Beckham was in attendance (in lacy, slightly racy Louis Vuitton) while it was speculated that Coleen Rooney may have been wearing Alaïa. Then as the camera panned round we all wondered where Gerard Butler and Bradley Cooper got their matching pale blue suits and whether the PM David Cameron should be wearing wrap-around sports sunglasses.
My point here is that with so much attention cast towards the stands, how, if at all, will this affect sales? I have no doubt all this week young women up and down the British Isles will be trying to get their hands on Kim’s dress while savvy retailers will be heavily promoting similar styles or hastily knocking up versions of their own. Jenny Packham too will no doubt benefit as the middle class mum’s shrieking at the telly, mine included, are right in the brand’s sweetspot. The brand’s Debenhams diffusion line should go well too. So while I’m not suggestion for a minute Alaïa sent Coleen her outfit, it is notable how important these product placements can be. Missed the Wimbledon boat? I would say you’ve got the Ashes, but I wouldn’t bother as that’s on Sky and you won’t get the exposure. So, er, better luck next year?