The Prince George Effect: Shoe Brands Gain Buzz

He may only be a toddler, but little Prince George has managed to secure a place in children’s fashion as a mover and shaker — and quite a serious trendsetter.

Like his mother, Kate Middleton, whose appearance in a brand results in immediate consumer demand, 2-year-old George is proving to have similar power. Among his favorite footwear brands are Start-rite and Early Days, and just recently he was spotted in a pair of kid-sized Crocs.

When Prince George wears a style from smaller brands, like Early Days, the results are particularly welcome for the business. Just last year, he was spotted wearing the British-manufactured brand’s Alex style, which is carried in stores like Childrensalon and Trotters.

“The effect of George wearing our shoes has been amazing, with our company running at over full capacity since he first wore the shoes in April of last year,” said Paul Bolton, managing director of the brand. “We have recruited more staff and invested in new machinery and are trying to find suitable larger premises to move into.”

Prince George in New Zealand wearing Early Days’ baby shoes in navy leather.
Prince George in New Zealand wearing Early Days’ baby shoes in navy leather.
CREDIT: Getty Images.

And when George wore First Walking’s Jo style in his official portraits and at events, and Start-rite’s Flexy-Soft Air walking shoes, both companies enjoyed buzz and a sales bump for the styles.

“There has been a great deal of activity in our social media channels since the prince has worn our shoes, together with an increase in sales via startriteshoes.com,” said a spokeswoman with the brand. “This has been further enhanced by retailers calling to place additional orders for the  Jo style and, of course, much interest from our international partners.”

Even Crocs President Andrew Rees said the appearance of a Crocs style on the prince has provided a boost for the kid-friendly brand. “Since His Royal Highness was spotted in the colorful, comfortable shoes, they’ve become a bestseller, thanks in part to the ‘Prince George effect,'” said Rees.

It will be interesting to see if George’s new sister, Charlotte, will have the same impact with her fashions. We have no doubt that she will.

Prince George Shoes
Kate Middleton and Prince George at a charity polo match. George was wearing a pair of Crocs.
CREDIT: Getty Images.

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