Meghan Markle Selects ShopMy Picks, but Several Brands Stay Quiet
While body language experts and a few media types scrutinize whether Goop founder Gwyneth Paltrow was poking fun at Meghan Markle with her latest in-the-kitchen video, some shoppers are indicating that they want to dress the part of the Duchess of Sussex.
Markle unveiled more than 30 of her minimalist style looks on a ShopMy page Monday. Along with Gap, J.Crew, Madewell, J.Crew Outlet and Uniqlo, there are a bevy of other brands like Veronica Beard, Bleusalt, With Nothing Underneath, Brochu Walker, Reformation, Jenni Kayne, Heidi Merrick, Tracy James, Anine Bing and Rochelle Behrens.
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Celebrity endorsements can rack up sales for smaller brands, but representatives from several of the featured labels declined to comment including Brochu Walker. Others did not acknowledge media requests Tuesday including Uniqlo, J.Crew, Madewell, Reformation, Anine Bing, With Nothing Underneath and Rochelle Behrens. On Wednesday, a Reformation spokesperson said that its $128 Andy Oversized linen shirt is now its top selling item, as a result of being featured. And a Uniqlo spokesperson said that the featured $99 trench coat was “an organic inclusion of our UNIQLO: C collection designed by Clare Waight Keller. We do not share sales figures.”
Others cited personal ties to Markle, whose ShopMy page references her Duchess of Sussex status. A spokesperson for James said, “Tracy has a close friendship with Meghan so out of respect for privacy, we do not share sales figures.”
A Merrick spokesperson said the designer has been dressing Markle since she was an actress on the series “Suits.” As a private company, Merrick declined to share any sales numbers for its featured $1,350 Windsor gown and its $225 Santa Barbara Frame sunglasses.
A ShopMy spokesperson declined to comment about how Markle connected with the company, how long her deal is for, what her commission percentage is or to share any specifics about daily traffic and unit sales. In more general terms, ShopMy has generated $400 million for brands and $59 million in commissions for creators.
A representative for Bleusalt said Markle first bought styles for herself at the company’s Malibu headquarters, according to founder and chief executive officer Lynda Benson. The Californian wore “The Perfect T” on the finale of her Netflix series “With Love, Meghan.” She also has worn the $100 item, which is available on the ShopMy page, several times before. Bleusalt sold out of The Perfect T twice in one week, after the finale aired. The company sold more than 300 units in one day. Bleusalt’s site traffic has increased 115 percent since Markle’s ShopMy page went live, Benson said.
After Markle pegged Naadam’s original cashmere sweater among her “Closet Favorites,” the company had sold more than 3,000 units of the $98 style, a company spokesperson said. And daily sales for that item had increased 12 times by Tuesday afternoon. Markle found the brand through word-of-mouth and without any gifting or partnership, the Naadam spokesperson said. Naadam is launching its Originals advertising campaign Wednesday with 17 “inspiring” individuals wearing The Original sweater.
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