Meghan Markle drives major search for fashion brands
It’s no secret that celebrities can influence their fans’ shopping choices. But the effect is even stronger with Meghan Markle, whose so-called “Markle Sparkle” ensures that everything she touches turns to gold. The Duchess of Sussex, 37, has inspired her followers to purchase everything from $35 H&M dresses to four-figure looks from Victoria Beckham, and a new report by luxury fashion retailer Moda Operandi reveals just how much Markle sparks people to start searching for her styles. The site found that after the duchess wore a white chain-print dress from Victoria Beckham on Commonwealth Day in March, there was a 13,000% spike in customer click-through rate after 48 hours — and although shopper interest doesn’t always translate to concrete sales, it’s telling that the $1,850 crepe dress is now sold out on the site. Sarah Paulson, Lupita Nyong’o and Lady Gaga at the 2019 Vanity Fair Oscar PartyGetty Images Other top celebrity moments for Moda Operandi came from the 2019 Vanity Fair Oscar Party. The company recorded a whopping 1,300% increase in click-throughs on Lady Gaga’s black Brandon Maxwell gown; Lupita Nyong’o’s feathered Oscar de la Renta gown drove a 680% spike in interest, while click-throughs on Sarah Paulson’s daring pink Brandon Maxwell ballgown increased by 240%. Like Markle’s chain-print look, Nyongo’s $22,290 dress, Paulson’s $7,995 gown and Gaga’s $6,495 look are also no longer available on the site. According to the report, fashion trends that are selling the strongest this season include feathers, pearls, tie-dye, headbands and trench coats, while velvet, sequins, bustiers and leopard print are on the decline in terms of search. And interestingly, the city whose shoppers are currently spending the most on the high-fashion website isn’t Hong Kong or Singapore, as economics students might expect — but London. Meghan Markle, is that you? Read the full article
