Debenhams has seen sales of floaty dresses and pretty styles of maternity wear increase by more than +500% versus this time than last year, and is attributing this to the Duchess, and pregnant women wanting to emulate her beautiful, elegant look.
With not a dungaree or stretchy smock in sight, the Duchess of Cambridge has continued to paint a picture of elegance throughout her pregnancy, opting for ditsy printed tea dresses, embroidery and lace.
Clothing items popular amongst pregnant women at Debenhams include printed blouses in cool cottons and satins (+36%), angel sleeve bow dresses (+94%) and kimono sleeve dresses (+127) which are all selling well.
Says Debenhams spokesperson Michelle Dowdall, “Details such as embellishment and soft fabrics are important to our customers, as they want to get the Kate look even whilst pregnant.
“Women seem to be shunning more stereotypical, casual types of maternity wear such as jersey trousers and leggings, and instead want to look and feel their best.”
Women are also emulating Kate’s off-duty look, with pretty woven tops and cropped Capri trousers selling well, with some lines up more than +500%.
Due to the popularity of elegant maternity wear styles and shapes, Debenhams is dubbing the trend ‘The Duchess Effect’.
Continues Michelle Dowdall, “We have done a lot of work on our maternity ranges to ensure we are offering customers what they want. Clothes still need to be comfortable, but not necessarily baggy and made from 100% elastic!
“Sales suggest that mums-to-be are waving goodbye to leggings and dungarees, and opting for timeless, stylish maternity wear.”
Debenhams is planning to roll out more formal and occasion maternity styles to keep up with the trend, and cope with customer demand as the season moves into autumn.
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