Kate Middleton’s Purple Dress at Wimbledon Generates $4.8 Million in Media Exposure for British Brand Safiyaa
Kate Middleton’s return to The Championships, Wimbledon, on Sunday was the Princess of Wales’ second public outing in 2024, following the public disclosure of her cancer diagnosis last March. The royal fashioned a purple midi dress with short sleeves by Safiyaa for the final day of the Grand Slam tournament in London.
According to Launchmetrics, Kate’s appearance wearing the British brand in the royal box for the Gentleman’s Singles final between Carlos Alcaraz of Spain and Novak Djokovic of Serbia generated $4.8 million in media impact value for label. (MIV is a proprietary metric that assigns a true monetary value to marketing strategies across print, online and social media in order to calculate ROI.)
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The Prince and Princess of Wales’ official social media accounts also drove Wimbledon roughly $1.8 million of impact, just behind 2024 champion Alcaraz and runner-up Djokovic.
But Safyiaa’s success at the The Championships was exceeded by that of Ralph Lauren. Thanks to appearances by the likes of Zendaya, the American fashion label generated $3.6 million in media exposure, with a total of $18.7 million overall. Ralph Lauren was the official event sponsor for the tournament.
Various notable luxury brands also saw considerable gains in media exposure during The Championships. Gucci received $4.8 million in MIV and Rolex received $4.1 million. Sports brands like Adidas received $4.2 million in MIV, while Nike received $3 million in MIV.
The Championships, Wimbledon, concluded on July 14, with Kate Middleton presenting the Gentleman’s Singles Championhsip trophy to Carlos Alcaraz of Spain after his victory over Novak Djokovic of Serbia. Overall, the 2024 Wimbledon tournament generated $873.1 million in MIV.
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