Capitalizing on the Birth of Baby Sussex
The birth of a royal baby is a cause for celebration. People all over the world are anxiously awaiting to learn the baby’s name, weight, and who the godparents will be. Some people even have money riding on the details of Baby Sussex.
Britain, as a whole, is elated over the birth of the royal baby because it’s estimated to provide a huge economic boost.
“Baby Sussex is expected to be an economic stimulus for British pubs, restaurants, souvenir shops and museums, with an uptick in tourists, especially from the United States,” Richard Haigh, the managing director of consulting firm Brand Finance, told The New York Times.
According to Brand Finance, last year the Sussex wedding inspired $1.5 billion in spending. The birth is estimated to inspire a great deal of spending as well. According to the Center for Retail Research in Norwich, soon after Baby Sussex is born, baby-related products and memorabilia could reach up to $100 million in Britain, the rest of Europe, and North America.
Baby Sussex-inspired products
The Times writes about a jeweler in Norwich, Tilletts, that’s selling a jar of diaper rash cream for $5,500 in honor of Baby Sussex. But this is no ordinary diaper rash cream (and we should hope not at that price). The cream’s lid is made of silver and engraved with the British and American flags (diamond-encrusted, naturally). According to Tilletts, the jar was inspired by “the sparkling warmth and charm of Meghan’s personality.”
The proceeds from the jar will be going to Ickle Pickles, a charity that provides intensive care equipment for premature babies.
Don’t have much use for diamond-encrusted diaper rash cream? Perhaps some Baby Sussex-themed cookies will scratch you royal baby itch. A London-based company called Biscuiteers is selling iced cookies to celebrate the royal birth. The cookies will be adorned with little crowns and baby onesies for the price of 45 pounds.
Lots of British companies are aiming to capitalize on the birth of Baby Sussex. Many of the shops you walk into or click through online feature at least one or two items celebrating the royal birth.
Baby Sussex is already a fashion icon
Not only are shops selling royal baby-inspired memorabilia and products, but there’s also expected to be an increase in baby clothes purchases. The world pays close attention to the royal baby’s outfits. If Baby Sussex is seen wearing a shop’s clothing, it could be game-changing for the business.
“From the day the pregnancy is announced, we see an increasing flow of traffic to the website and noticeable demand and searches online for classic and vintage-inspired clothing,” Pepa Gonzàlez, founder of Pepa & Company told The Times.
Pepa & Company created the clothes worn by the pageboy and flower girl at Pippa Middleton’s wedding.
According to the Center for Retail Research, close to $800 million is expected to be spent on children’s clothing inspired by little Sussex over the next five years.
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