How retailers turn royal favor into big rewards - Industries Blog

The British glove manufacturer Cornelia James is often in the public eye. Since 1979, it has provided gloves by royal appointment to the Queen of England, and more recently it has dressed megastars including Rihanna, Taylor Swift and Madonna. All those high-profile customers are great for publicity, but nobody drives sales quite like Kate Middleton, said Genevieve James, the company's creative director. "We get far more of a spike in sales when someone like Kate wears them. But when it's somebody like the Duchess of Cambridge, the public, particularly in the US, can relate to that," James told IBM. James first confirmed that fact in 2012 when, at a ceremony for Remembrance Sunday, Middleton wore a pair of Cornelia James' merino wool gloves.