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The Royal Baby Sells Products


BRITAIN-ROYALS-BABYBuilding a positive reputation for your brand takes time. Usually.

In the case of aden + anais, makers fine stuff for babies, it took 45 seconds.

That’s all it took to propel aden + anais from maternal obscurity to rock-star designer status.

When newborn Prince George, carried from the hospital to the royal car, appeared in a cotton swaddle with the tiny birds on it. Once the photos of the swaddle hit the Internet, style bloggers and fashion writers identified the would-be king’s new clothes as being from New York-based aden + anais. Within four hours of George’s appearance, the website crashed. The next day, the site crashed again. In nine days, the company had 7,000 orders — a 600 percent increase in sales on that item.

The company never even issued a press release. Anyone who wanted to know the manufacturer simply had to type “royal swaddle” into Google, and up it came.

And so the idea of celebrity endorsements has merit. But unlike Shaq or Peyton Manning, the Royals seem to have a golden touch when it comes to products. And this is just the start. The trend will just continue as George gets older. Get ready for the booties, the scooter, the sun hat. Firms can get overwhelmed by the attention, which comes fast, hot and for a limited time only.

Since sending products to the royal family is ‘just not how it’s done’ snagging a ‘royal endorsement’ appears to be the luck of the draw. Just the same it’s kind of fun to think about your brand’s products being kissed by a prince.

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