Get 40% Off
🤯 This Tech Portfolio is up 29% YTD! Join Now to Get April’s Top PicksGet The Picks – Just 99 USD

Royal flush: Fashion label Sentaler basks in 'Meghan effect'

Published 2018-02-16, 02:18 p/m
Updated 2018-02-16, 02:20 p/m
© Reuters.  Royal flush: Fashion label Sentaler basks in 'Meghan effect'

© Reuters. Royal flush: Fashion label Sentaler basks in 'Meghan effect'

LONDON, Feb 16 (Reuters) - Canadian luxury outerwear brand Sentaler made its first foray into London Fashion Week on Friday, with a private showcase that aimed to capitalise on its recent association with Meghan Markle, the actress fiancée of Britain's Prince Harry.

For fashion brands, having apparel seen on a member of Britain's royal family can lead to a spike in sales.

Sentaler was given such a boost from Markle, an actress who starred in the TV programme "Suits," in December 2017 when she was pictured wearing one of the label's coats to a Christmas church service attended by the royal family in Norfolk, England.

Some British media outlets dubbed the surge in interest "The Meghan Effect."

"The Meghan Markle effect is definitely real," Bojana Sentaler, the label's founder and creative director, told Reuters at the label's showcase at London Fashion Week.

"Since she wore the wide collar wrap in camel colour on Christmas Day, the coat sold out instantly and we had an enormous demand for Sentaler that day, as well as for many days after that. We were shipping coats all over the world."

Sentaler said that the increase in demand the brand had seen in recent months prompted them to come to London Fashion Week this year, where they held a private showcase event.

Informal endorsements of products by members of the British royal family are worth some 200 million pounds ($280 million) to British companies alone, according to a 2017 report from consultancy firm Brand Finance.

Toronto-based Sentaler was founded in 2009 and has up to 10 employees according to its LinkedIn (NYSE:LNKD) page. It has a showroom in the Canadian city, and is sold online and in department stores.

Sentaler said that, for many consumers, the royals provided a degree of affirmation that was valuable to brands.

"They're a stamp of approval for a lot of women. If the royals wear it, it must be good." ($1 = 0.7123 pounds)

Latest comments

Risk Disclosure: Trading in financial instruments and/or cryptocurrencies involves high risks including the risk of losing some, or all, of your investment amount, and may not be suitable for all investors. Prices of cryptocurrencies are extremely volatile and may be affected by external factors such as financial, regulatory or political events. Trading on margin increases the financial risks.
Before deciding to trade in financial instrument or cryptocurrencies you should be fully informed of the risks and costs associated with trading the financial markets, carefully consider your investment objectives, level of experience, and risk appetite, and seek professional advice where needed.
Fusion Media would like to remind you that the data contained in this website is not necessarily real-time nor accurate. The data and prices on the website are not necessarily provided by any market or exchange, but may be provided by market makers, and so prices may not be accurate and may differ from the actual price at any given market, meaning prices are indicative and not appropriate for trading purposes. Fusion Media and any provider of the data contained in this website will not accept liability for any loss or damage as a result of your trading, or your reliance on the information contained within this website.
It is prohibited to use, store, reproduce, display, modify, transmit or distribute the data contained in this website without the explicit prior written permission of Fusion Media and/or the data provider. All intellectual property rights are reserved by the providers and/or the exchange providing the data contained in this website.
Fusion Media may be compensated by the advertisers that appear on the website, based on your interaction with the advertisements or advertisers.
© 2007-2024 - Fusion Media Limited. All Rights Reserved.