Forget the Kate effect, the ONLY way is Essex: Duchess boosts economy by 1bn, but TOWIE makes us spend 1.4bn more
The Duchess of Cambridge may have boosted sales of fascinators, Jenny Packham dresses and anything from Zara, but she is not the only one who is having an impact on what we spend our money on.
TOWIE stars have had an even bigger effect on the economy – by making items like vajazzles and white stilettos acceptable… and even desirable.
Catherine is credited with having boosted the economy by 1 billion, but The Only Way Is Essex's stars have encouraged us to fork out even more.
Trend-setters: The TOWIE girls – pictured at the BAFTAs – have managed to make items like vajazzles and white stilettos acceptable… and even desirable
Thanks a billion: The Duchess of Cambridge, pictured in a Jenny Packham dress, has helped boost the UK economy too
A new study, conducted by The Sun, shows that we have each
spent an average of 100 buying into the look championed on the reality
TV show – which adds up to an impressive total of 1.4billion.
As with Kate, anything the TOWIE stars touch seems to see a rush on the high street to buy similar items.
Sales of vajazzles – the little crystals that you stick on intimate areas – have increased by 400 per cent, according to vajazzle.me.
Other beauty products have also felt the effect – perhaps unsurprisingly as the show's former star, Amy Childs, is a beautician with her own salon.
Sally Hansen, a company that sells fake tan, has reported that their sales are 89 per cent higher, and false eyelashes are now 249 per cent more popular.
Nailene has seen a rise in fake nail purchases
of 567 per cent since TOWIE first hit TV screens in 2010. While manicure
sets and specialist 'big hair' hairdryers have been selling 51 per cent
better at Argos.
of us who need a little more help, the Essex stars have also encouraged
us to turn to plastic surgery – just like Chloe Simms and Lauren
Pope did in TOWIE episodes.
Nearly one in five of
women who get liposuction say that it is because they want a flat
stomach like Lucy Mecklenburgh. And Amy Child's sharp cheekbones have
sparked a 32 per cent boost in facial implants.
We are even changing the way we dress to match the TV stars.
stilettos – which used to be a big fashion no-no – are now 33 per cent
more popular at lovehighheels.co.uk and Peacocks has reported a 73 per
cent rise in sales of racy lingerie – which was always going to be a bit of an
at Mintel compiled the sales figures after noticing that
TOWIE is 'a very powerful way of marketing to youngsters.' The typical
audience of the show is aged 18 to 24.
In contrast, the Duchess is altering the way slightly older women dress.
Giving companies a boost: Vajazzle.me and Nailene have both seen huge rises in sales since TOWIE first hit TV screens in 2010
The real deal: The reality TV fan has boosted sales of fake tan by 89 per cent and fake eyelashes by 259 per cent
Richmond from Mintel said: 'Women in the UK aged 25-34 and are most
likely to want to recreate the style of the Duchess of Cambridge.
Noting that the Duchess often splashes out on pricier dresses from Reiss, and expensive hair treatments, Richmond said that royal followers 'could easily spend 250 a year buying into a couple of pieces that she
owns. This would see Kate's influence generate spend in the region of
'In a way, it
enables us to buy into a little bit of her fairytale lifestyle –
particularly during these austere times when a little escapism goes a
Making the undesirable, desirable: The TOWIE
girls have even encouraged people to snap up white heels – and to buy
more sexy underwear
ESSEX SELLS: How TOWIE boosted the economy by 1.4billion
Starting a craze: This Essex-inspired vajazzle design shows just how much influence TOWIE has on sales
Vajazzleme.me reported a boost in sales of 400 per cent
Sally Hansen's fake tan sales have increased by 89 per cent
The eyewear essential – also seen on Desperate Scousewives has seen sales rise by 249 per cent since TOWIE started in 2010
Nailene has seen a boost of 567 per cent since the reality TV show's cast started using them
'Big hair' hair dryers have been snapped up by 51 per cent more people at Argos
Essex girls are making these acceptable footwear again. Lovehighheels.co.uk has seen a 33 per cent increase
Sales of sexy underwear at Peacocks have risen by 73 per cent