Kate Middleton has officially overtaken Meghan Markle as this year’s greatest royal fashion influencer.
When the Duchess of Sussex, 38, first joined The Firm in 2017, the ‘Meghan effect’ saw shoppers love everything she wore; but since Megxit, her fashion influence has declined dramatically, according to data collected by LovetheSales.com.
Based on the popularity of her outfits from 2017 to 2019, Meghan’s fashion choices lead to an average 216 percent increase in online demand.
But since the announcement that she and Prince Harry are stepping down as senior royals, Meghan’s influence on online fashion searches has fallen to just 31 percent.
In stark contrast, Kate’s appearance from 2020 so far has led to a 159 percent increase – a noticeable increase from the average 119 percent increase in searches for her outfits between 2017 and 2019.
In January, both Kate, 38 and Meghan stepped out with jackets from the Spanish brand Massimo Dutti – and while both turned out to be popular, Kate’s was searched online eight times more often than Meghan’s.
Kate Middleton (pictured left during Sandringham Christmas 2018) has officially overtaken Meghan Markle (right) as this year’s greatest royal fashion influencer
The decay of ‘The Meghan Effect’
From 2017 to 2019, the ‘Meghan Effect’ had officially surpassed the ‘Kate Effect’, but since Harry and Meghan announced their move to North America, her outfits have not performed as well as in previous years.
The decrease in the effect is especially noticeable when it comes to the signature dresses of the Duchess of Sussex – particularly the red dress by London-born designer Safiyaa on Saturday.
The statement dress Meghan wore at the Royal Albert Hall was much like a blue dress from the same designer she wore in Fiji in 2018.
The blue dress had a much greater impact on shoppers, with searches for ‘Safiyaa dresses’ increasing by 223 percent in the days following the state dinner.
For comparison, the red dress only caused a 38 percent increase in the search for it last week.
Meghan Markle wore a blue dress from London-born designer Safiyaa in Fiji in 2018 (right), which outperformed her red dress (left) of the same brand, which was worn at the Mountbatten Festival of Music at the Royal last weekend Albert Hall in London
Kate’s coat was more popular
In January of this year, Kate wore a Massimo Dutti camel coat for a charity event in Cardiff, Wales. On the same day, Meghan published photos of a secret charity visit to her Mayhew earlier this month, featuring the exact same brand.
But analysis based on Britten’s combined Google searches and page views revealed that Kate’s was much more popular no later than the weeks after both photos of the duchesses were released.
In fact, evidence showed that the Duchess of Cambridge’s coat was searched eight times more often than Meghan’s.
In January, both Kate, 38 and Meghan stepped out with jackets from the Spanish brand Massimo Dutti. While both proved popular, Kate’s was searched online eight times more often than Meghan’s
Kate’s most influential look of 2020
The most influential look of the year of the Duchess of Cambridge so far came on day three of her recent royal tour of the Republic of Ireland.
Kate donned the country’s national colors on day three in Galway and looked classy in an Alexander McQueen trench coat and a vintage polka dot dress from Suzannah London.
The Duchess paired the look with a chic Jimmy Choo clutch and a pair of black Ralph Lauren suede boots.
While the outfit was a huge hit, it was McQueen’s recycled jacket – one of Kate’s favorite brands – that brought shoppers into fashion.
Demand for Alexander McQueen rose 233 percent online, and trench coat searches rose 93 percent in the past week.
Kate Middleton looked classy last week in an Alexander McQueen trench coat and a vintage polka dot dress from Suzannah in Galway, Ireland last week
Meghan’s most influential outfit of the year
The Duchess of Sussex’s most popular look to date came from one of her last assignments as a senior royal in the UK, where she delivered a powerful speech honoring International Women’s Day at a school in Dagenham, East London.
Meghan wore a cream colored boucle jacket from ME and EM with black Alexander McQueen pants, Jennifer Chamandi nude pumps and a Rejina Pyo woven bag.
She made the surprising engagement at Robert Clack Upper School in Dagenham on Friday and urged schoolboys to “protect the women in your life.”
The cream jacket was a huge hit with shoppers, sold out within hours and the number of searches for boucle jackets rose 92 percent in the days following the event.
The Duchess of Sussex wore a ME and EM crème boucle jacket, black Alexander McQueen pants, Jennifer Chamandi nude pumps and a Rejina Pyo woven bag for an engagement last week at Dagenham
British love Kate’s casual wear
Kate is often portrayed in glamorous brands such as Jimmy Choo and Alexander McQueen, but it is her affordable looks in 2020 that have caught the attention of shoppers.
Of the 20 of her looks analyzed so far this year, 11 had high street brands including Mango, Zara and Reiss all benefiting from the Duchess choosing their clothes.
The most notable beneficiary was the faithful British Marks & Spencer; the Duchess of Cambridge carried their incredibly affordable white trainers to a SportsAid event in February.
Costing just £ 29.50, the vegan shoes were a huge hit with UK customers, leading to a 165 percent increase in online demand.
They were searched over 2,000 times and sold out within hours on the Marks & Spencer website. M&S has said that the popular trainers will return in April.
Race Stripes: Kate Middleton wore the M&S shoes while racing with Jessica Ennis-Hill and trying taekwondo at a SportsAid event at London Stadium