As Kate Middleton officially overtakes Meghan Markle as the biggest royal fashion influencer of 2020, many are saying that the “Meghan Effect” has ended.

When Meghan became the Duchess of Susses in 2017, anything she wore would soon be copied by shoppers. But after Megxit, LovetheSales.com has recorded a dramatic decline in Meghan’s fashion influence.

From 2017 to 2019, Meghan’s fashion influence has translated to an average online demand increase of 216 percent. But when she and Prince Harry announced that they were stepping back from royal duties, that figure has dropped to merely 31 percent.

Kate’s 2020 looks, on the other hand, has resulted in a 159 percent increase compared to the average of 119 percent between 2017 and 2019.

Both Kate and Meghan came out in January with coats by Spanish brand Massimo Dutti. Both were popular but online searches for Kate’s wardrobe were eight times more than Meghan’s.

The decrease in the “Meghan Effect” is most noticeable in the Duchess of Sussex’s signature gowns like the red dress by London-born designer Safiyaa which she wore on March 7. It was similar to the blue gown by the same designer that she wore in 2018 in Fiji.

Back then, the blue gown influenced searches for “Safiyaa gowns” by 223 percent. The red gown, in contrast, only generated a 38 percent increase in online searches.

On day three of her royal tour of the Republic of Ireland, the Duchess of Cambridge wore her most influential look to date. She had on a stylish Alexander McQueen trench coat over a Suzannah London vintage polka dot dress.

To complete her ensemble, she had a chic Jimmy Choo clutch bag and a pair of black Ralph Lauren suede boots.

The whole outfit was a hit but what took the cake among people was the recycled coat by McQueen, one of Kate’s favorite brands. Demand for the brand went up by 233 percent with trench coats being searched by 93 percent more over the past week.

While Kate wearing glamorous brands such as Alexander McQueen and Jimmy Choo have certainly caught attention, it’s actually her affordable looks that have proven most popular.

The biggest draw among them was Marks & Spencer. Kate wore one of their white trainers at a SportsAid event in February. At just £29.50, the vegan-friendly shoes experienced a 165 percent increase in online demand.

In fact, the trainers sold out in a matter of hours with M&S saying they will be available again by April.

 

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