The Beyoncé Effect: Celebrity influence drives sales for UK retailers
A Manchester based fast fashion brand has reported record sales after Beyoncé wore a pair of their heeled boots in a high-profile campaign photoshoot.
The global superstar has worn PublicDesire.com shoes nine times in the past year-and-a-half, and each occasion triggered a massive increase of nearly 5000% in sales.
Recently she sported the brand’s £39.99 ‘Must’ boots in her 2020 IVY PARK x ADIDAS campaign which launched in January, and the brand is still seeing the impact of this endorsement on sales figures weeks later.
Most notably, Beyoncé wore Public Desire’s £34.99 ‘Maliboo’ Perspex wedges which even Kanye West mistook to be a pair of his own Yeezy heels.
Kanye uploaded a photo of Beyoncé and husband Jay-Z to Instagram, in which she was wearing what was believed to be Yeezy Season 5’s sleek wedge heel – but in actual fact, they were Public Desire’s take on the fashion-forward shoe.
In the weeks that followed, the number of ‘Maliboo’ sales shot up by nearly 5000%, as fans set out to replicate the star’s style.
A spokesperson for Public Desire said: “We’re delighted that a style icon as huge as Beyoncé keeps choosing Public Desire footwear for notable campaigns and performances.
“Each time, the surge in traffic/sales is astounding and we can’t keep up with the number of orders that subsequently come flooding in.
“It just goes to prove that whilst it’s definitely not the be-all and end-all, you should never underestimate the power of celebrity influence and endorsement.
“We’ve seen it time and time again as our styles have been worn by many high-profile celebs like Beyoncé, Hailey Bieber, Kylie Jenner, Gigi and Bella Hadid, and Miley Cyrus, and each time women rush to snap up the relevant styles.
“We see it as a credit to the design and quality of our shoes, that even the richest and most famous celebrities in the world are opting for the low-cost and stylish options we offer, opposed to the expensive, designer alternatives.”