The Duchess Effect: Social media images of Meghan Markle and Kate Middleton are worth £1.8 million a year to designers who dress them (but it's the former actress who generates the most sales)
- Kate, 37, and Meghan, 38, have generated a collective influencer value of £1.8m
- London Institute of Photography analysed every snap of the royal women in 2019
- They found that the Duchess of Sussex's online presence was more valuable
Their fashion choices can often lead to garments selling out in minutes - and now it's been revealed just how much the 'Duchess effect' is worth to designers.
Researchers at the London Institute of Photography analysed pictures of the royal women in 2019 from six fashion social media accounts which focused on the duchesses.
And it was the former Suits actress who proved to be worth more to designers, racking up an estimated £1.3million, while Kate reached almost £540,000 - with the average post value worked out to be £4,700 and £3,300 respectively.
Kate, 37, and Meghan (pictured earlier this month), 38, have generated a collective influencer value of £1.8million this year, according to the London Institute of Photography
Layer up like Meghan in a textured blue coat by Sentaler
The Duchess of Sussex looked very sophisticated indeed at Westminster Abbey earlier this month, teaming a blue velvet hat by Philip Treacy with this boucle textured coat by Sentaler.
Add in a Prada floral embossed leather belt and black knee high boots by Tamara Mellon, and it was perfectly appropriate for both the event and the weather.
The cosy cover-up was originally from one of the 2015 collections, but the brand have brought it back and you can pre-order it now via the link on the right.
Or recreate this look with one of our four fantastic options from the likes of Asos, Ganni and Joseph.
Whether it's the colour, shape or texture of Meghan's style you love, you're sure to find something that suits.
Analysing data from the six fashion Instagram accounts, researchers found 281 photographs of Meghan, which garnered 3.8million likes.
There were 161 images of Kate, collecting 1.79million likes. Each like was calculated to be worth 48p (62 cents) to a designer who dresses them.
Speaking to FEMAIL, lead researcher Damon Culbert said: 'As it's Meghan's first full year as a duchess and the year her first child was born, it's unsurprising that she's been in the spotlight more often.
'She's been able to represent herself really well by choosing ethical brands and a combination of American and British designers.
Overall 'influencer' worth of the duchesses
Solo Pictures Analysed
Average Post Value
Measuring the Kate Effect and the Markle Sparkle, researchers analysed every picture of the royal women in the past year and found that Meghan's online presence was more valuable. Pictured: Kate at the Royal Variety Performance on Monday in London
'But what's interesting is that, despite this, people's love of Kate and her fashion is still strong - her most-liked outfit made it into the top 10 posts twice, even overtaking Vanity Fair's post of the first picture of Meghan, Harry and Archie.
'The fashion world is deeply invested in the royals and this, in turn, can influence the public's shopping habits.'
He added: 'We're interested in the power of photos on social media so we wanted to find out if we could quantify just how much the princesses are worth to designers who don't have to pay those influencer rates for the exposure.'
Mr Culbert noted that these posts were 'very influential' as the duchesses' style choices often lead to a boost in sales for clothing brands.
For example, the white coat Meghan wore for her engagement announcement to Prince Harry crashed Line the Label's website after selling out immediately.
And last year, the former actress sparked a royal surge for a tiny British denim firm - which had to move to a bigger factory to cope with the flood of orders.
Meghan caused a 'remarkable' rise in demand after donning a pair of the £230 black Hiut jeans on a visit to Cardiff Castle with Prince Harry.
The white coat Meghan wore for her engagement announcement to Prince Harry crashed Line the Label's website after selling out immediately
Last year, Meghan sparked a royal surge for a tiny British denim firm - which had to move to a bigger factory to cope with the flood of orders. She donned a pair of the £230 black Hiut jeans on a visit to Cardiff Castle with Prince Harry (pictured)