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Fashion goes Royal: “Let them wear fascinators”

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+4,425% searches for Issa dresses

London, May 4th 2011 - Twenga, the open shopping platform with the biggest choice online, reveals the dramatic influence of HRH The Duchess of Cambridge on shopping trends in British fashion.

Twenga Logo
Twenga Logo

Public appearances by the then Ms Middleton wearing certain brands led to huge increases in shopping visits. The effect was reflected most clearly in the popularity of the Issa dress, which saw visits rise by 4,425%* in the week following the Royal engagement.

A longer-term effect on the fortunes of The Duchess’s favourite brands can be seen as well.  Milliner Nigel Rayment, known for supplying the Royal Family, saw visits to his creations on Twenga rise by 1,775% in February and March**. As rumours began to circulate that honeymoon shopping would include a visit to Warehouse in March, visits to their shift dresses increased by 156%*** on the previous month.

Fascinators see increased popularity every time Kate models a new one or photographs appear. In January, visits to the hats rose by 147%* in a week. Shoppers who identify brands worn by Kate can share their finds on Facebook with Twenga.

* Visits from 17/11/10 - 23/11/10, compared with 10/11/10 – 16/11/10
** Visits from 1/2/11 – 31/3/11, compared with 4/12/10 – 31/1/11
*** Visits from 1/3/11 – 31/3/11, compared with 29/1/11 – 28/2/11

About Twenga
Twenga is the open shopping platform with the biggest choice online. Thanks to its proprietary technology, Twenga automatically gathers offers from online retailers and displays them in one searchable interface. As a result, Twenga has the most comprehensive listing of online shops.

Founded in 2006 by Bastien Duclaux and Cedric Anes, Twenga runs 15 sites, including the UK, France, Spain, Italy, Germany, the Netherlands, Poland, Brazil, Russia, the United States, Australia, Japan and China among others, displaying 370 million offerings from more than 180,000 online shops. Twenga’s sites received 45 million visits in November 2010. In the same year, Twenga won the Red Herring 100 Global Award, the Young Technology Leader Award and the Ernst & Young Entrepreneur of the Year Award in the Company of the Future Category.

Website: www.twenga.co.uk/
Facebook: http://www.facebook.com/#!/TwengaUK
Twitter: http://twitter.com/twenga_uk/

For more information please contact:
Jodie Welton at Connected PR
+44 (0)7887 780464
jodie@connectedpr.com