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'Duchess effect' sparks 500% rise in sales of pretty maternity wear at Debenhams

Kate Middleton’s choice of pretty, feminine maternity wear has led to a 500% rise in sales of floaty dresses and graceful styles of clothing for mothers-to-be, according to Debenhams.

GENERAL MERCHANDISE

'Duchess effect' sparks 500% rise in sales of pretty maternity wear at Debenhams

Kate Middleton’s choice of pretty, feminine maternity wear has led to a 500% rise in sales of floaty dresses and graceful styles of clothing for mothers-to-be, according to Debenhams.

With not a dungaree or stretchy smock in sight, the Duchess of Cambridge has opted for ditsy printed tea dresses, embroidery and lace throughout her pregnancy and the department store is attributing the rise in sales to her influence as women seek to emulate her elegant look. 

Clothing items popular amongst pregnant women at Debenhams include printed blouses in cool cottons and satins, angel sleeve bow dresses, and kimono sleeve dresses.

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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