Kate Middleton 'doesn't do anything for sales,' says Whistles' CEO Jane Shepherdson

The Kate Middleton effect hasn't been working as well as we'd first thought. Here's why…

Kate Middleton was always thought to have a huge effect on fashion sales, with dresses and shoes she has worn flying off the shoes just hours afterwards. Who could forget the time she crashed the Reiss website, after wearing one of the brand's £175 Shola dresses to meet the Obamas. But could her style stocks be starting to fall?

According to Whistles' Chief Executive Jane Shepherdson, the Duchess of Cambridge has had a less than impressive effect on sales in recent months, despite wearing one of the sought-after brand's dresses to the Olympics closing ceremony.

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In an interview with the Business of Fashion Shepperdson revealed of the first Whistles item Kate wore in the spotlight: 'She wore a blouse [in the royal engagement photos] which was actually from a few seasons ago, which we weren’t running. So in that instance, it raised profile certainly, but it didn’t do anything for sales.'

Has a difference piece had a bigger impact?

'I suppose the biggest impact has been on a dress she wore at the [Olympic] Closing Ceremony,' Shepherdson said of the blue silk dress Kate Middleton showed off.

'It’s a style that’s been very successful for us anyway — a printed silk dress. That weekend, we sold out of it. Well, of what we had... I couldn’t say it lifted our total sales by 50 percent that week, because it didn’t'.

Even if if couldn't be proven Kate's dress sent sales soaring, it certainly raised the profile of the Whistles brand.

'It raises profile, it’s great, we get known in countries we’re not known in,' Shepherdson added.

'But it’s not going to turn us into a success overnight because she wears it. Fortunately, she looks great in it and it’s a great advert, but no more than that.'

WATCH: Kate Middleton's most stylish moments…

What do you think of the Kate Middleton effect? Would you buy something you'd seen the Duchess of Cambridge wear? Let us know in the comments box below…

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