Imagine having this kind of power.
The “Markle Effect” strikes again, as Meghan Markle sends another product’s sales through the roof just by wearing it around.
Back in January, Markle wore a pair of black, high-waisted skinny jeans by the Hiut Denim Co. on an official visit to Cardiff, Wales, with her fiancé Prince Harry. Two months later, the Welsh company is overwhelmed with orders for that pair, called The Dina. And the wait list is three months long.
Ever since former Suits star Meghan Markle and Prince Harry announced their engagement on November 27th 2017, pieces worn by Markle from graceful coats to dark denim have become bestsellers, even causing websites to crash and waitlists to skyrocket.
“The website went absolutely crazy. We have a backorder waiting list for three months… The effect has been remarkable,” said David Hieatt, one of the founders of Hiut.
This isn’t the first time Markle’s fashion choices have sparked a huge spike in sales. Back in September, Markle wore MOTHER Denim’s Looker Ankle Fray Love Gun jeans to the Invictus Games in Toronto, and in no time at all, there was a 400-person wait list for Markle fans hoping to order their own pair. (Coincidentally, MOTHER just got them back in stock, six whole months later.)
For Markle’s first royal engagement in Nottingham, she accessorized with a bag by Scottish brand Strathberry. In one of the first instances of the “The Markle Effect”, that same bag sold out in 11 minutes, with the very last one being auctioned off for four times the original price. When Markle wore Toronto-based designer John Muscat’s white wool LINE coat – now called “The Meghan” – the coat sold out instantly and the company’s website crashed.
Even though Markle may not be part of the Royal Family just yet, it certainly looks like she already has a great deal of power.