SYDNEY — They came. They saw. They crashed web sites.
The Duke and Duchess of Sussex have headed home to London after wrapping up their 16-day tour of Australia, Fiji, Tonga and New Zealand.
In their wake they leave a plethora of brands still scratching their heads over the extent of the “Meghan effect.”
“I think we’re going to refer to our business as ‘BM’ and ‘AM’ — Before Meghan and After Meghan — it’s such a game-changer in so many ways” said Erica Bartle, communications director of Mount Tamborine, Queensland-based Outland Denim, whose 199.90 Australian dollar “Harriet” black skinny jeans were worn by the duchess on at least four occasions, sparking international interest in the B Corp-certified company whose products are made by Cambodian women rescued from human trafficking and sexual exploitation.
As first reported by WWD, the initial surge in interest in Outland Denim led to the employment of at least 15 more Cambodian seamstresses to meet the additional demand. Another 15 may soon be joining them following a spike in global online sales of 2,374 percent over the 16 days, with global online traffic growing by more than 3,000 percent on the brand’s four web sites in Australia, the U.S., Canada
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