The stores in the Kings Road were delighted this week when Kate Middleton and her sister decided to go shopping. The press went mental ‘She’s just like us’ they cried and rooted out as many details as possible, about what our future monarch did that Tuesday afternoon. What was particularly interesting to note, was how the retailers that she shopped at responded at their unexpected stroke of luck.
Some decided to make the most of it and were all over the news, celebrating from the rooftops and emailing their entire customer base, ‘get the royal look’, outlining exactly what she bought. Of course, the value of the Middleton midas touch, is at its peak right now and you can’t blame those that ‘served and told’ for doing just that. In these tough retail times you have to take opportunities when they come and this was a seriously good one.
However other retailers chose discretion, to respect her privacy and not disclose her personal choices. Perhaps, contrary to popular belief, there was a conscientious concern about the Diana effect. Or perhaps they actually want her to come back and shop again freely, without feeling like she is endorsing a particular brand. By simply concurring that Kate was there was enough; J Crew shares went up after Michelle Obama admitted being a fan of the brand.
Whether she likes it or not, here is a young woman who will be copied the world over for the rest of her life. With her pick of the industry, I hope she continues to enjoy shopping the UK high street as much as she currently clearly does.