Royal Wedding has dramatic influence on British shopping trends

Twenga, the open shopping platform with the biggest choice online, reveals the dramatic influence of HRH The Duchess of Cambridge on shopping trends in British fashion.

Public appearances by the then Ms Middleton wearing certain brands led to huge increases in shopping visits. The effect was reflected most clearly in the popularity of the Issa dress, which saw visits rise by 4,425% in the week following the Royal engagement.

A longer-term effect on the fortunes of The Duchess’s favourite brands can be seen as well. Milliner Nigel Rayment, known for supplying the Royal Family, saw visits to his creations on Twenga rise by 1,775% in February and March. As rumours began to circulate that honeymoon shopping would include a visit to Warehouse in March, visits to their shift dresses increased by 156% on the previous month.

Fascinators see increased popularity every time Kate models a new one or photographs appear. In January, visits to the hats rose by 147%* in a week. Shoppers who identify brands worn by Kate can share their finds on Facebook with Twenga.