By Daniel Hunter
With the birth of another Royal baby expected in the coming days, retailers are hoping for a Royal Princess, according to one business owner.
The birth of Prince George generated an estimated £400 million for the UK economy. Experts from the London School of Marketing believe that a baby princess will generate more revenue for UK plc and the choice of its name will be more important than ever.
Victoria Hampson, founder of baby product store naturalbabyshower.co.uk, said she saw a huge spike in sales aden + anais products after Prince George was photographed leaving the hospital in one of their swaddles.
She said: “The baby girl market is much bigger than that of the baby boy market, so naturally a new princess would be a real boost.
“We’ve all see the power both Kate and now George have when it comes to shifting stock. They only have to be seen wearing something once and the item, and those similar to it, goes almost immediately out of stock.
“Having Prince George wear one of your products is the Holy Grail for all babywear retailers. Not only do you see sales go through the roof, it is a public endorsement from arguably the most important baby in the world.”
Anton Dominique, chief marketing officer at the London School of Marketing, said: Whatever your views on the monarchy, it is hard to deny that the Royal have a massive positive impact on the economy.
“Our estimates show that in the Jubilee year of 2012, the ‘Windsor Brand’ generated £26 billion for the UK economy with £520 million purely from the jubilee itself.
“Major royal events can generate anything between £250 - £600 million and the birth of the new royal baby will be no exception.
“The impact of the ‘Kate effect’ has been well documented, however over the last year we have seen the increasing prevalence of the ‘Prince George effect’.
“If the next child of the Duke and Duchess of Cambridge is a girl, I believe the impact is going to be even bigger, especially if it is called either Elizabeth or Diana.
"Nostalgia is a very powerful tool in marketing and a new Princess Elizabeth or Princess Diana would, at least in marketing and advertising terms, significantly outshine her older brother."
