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The “Kate Effect” Proved Nearly Too Much For Issa

In the last two years, everything The Duchess of Cambridge seems to touch has proved a sell out, from fashion to family board games. However, Issa London has revealed the “Kate Effect” proved nearly too much for the company and nearly resulted in the company closing.

When Prince William announced his engagement to The Duchess, who was known then as Catherine Middleton, the future Royal wore a blue jersey wrap dress by the London label Issa.

Within minutes, many people took to the internet to try and find the dress and it became an instant sell out. However, London-based label struggled to meet the unprecedented customer demand for the style.

“It absolutely sky-rocketed the brand on a global scale, but it was too much,” Issa chairwoman Camilla Al Fayed has revealed.

“Demand was so huge the business couldn’t cope. If Kate wears a Zara dress, these huge companies have the backing to follow through. Issa was basically run by interns, students and Daniella,  the label’s founder and designer.

“There was no business model.”

Since then, Camilla Al Fayed has become the brand’s chairwoman after acquiring a 51 per cent stake in the label, and has big plans for the company, which sees its first store open this week in Japan.

photo credit: UK_repsome via photopin cc

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