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In an age where brand building for celebrity children begins in infancy (looking at you, Coco Rocha), the title of most influential toddler is a coveted top spot.
Fashionable tots like North West, who has been known to sport baby Balmain to ballet class, can have a powerful effect on a brand’s sales — but thus far, none have been quite as impactful as Prince George, whose own influence was dubbed the “Prince George Effect.”
However, over the weekend, George’s fashion title was officially usurped by none other than little sister Princess Charlotte, whose economic influence was valued at $1 billion greater than that of her brother’s.
WWD reports that according to brand valuation firm Brand Finance, the “Charlotte effect” is so powerful that it will “uplift the U.K. economy.” The tot’s “net present value” is reportedly $4.5 billion, whereas George’s economic contribution is valued at only $3.4 billion. However, the firm cites the greater volume of the female market compared to the male market as the reason for the billion dollar gap.
One example of the effect occurred earlier this year when the Princess was pictured wearing Emu Australia baby booties while vacationing with her family. A similar style sold on My1stYears.com saw a 550 percent increase in sales the day of the photo’s release.
To celebrate the youngest member of the royal family’s first birthday on Monday, Kensington Palace posted portraits of the chubby-cheeked Charlotte (photographed by mum Kate Middleton) wearing pastel-hued cardigans on social media. The exact brands she sports in the latest portraits have yet to be identified — however, we have faith that they’ll be out of stock the second the internet hunts them down.
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