How royal-to-be Meghan Markle can boost a fashion brand’s fortunes

Meghan Markle's romantic relationship with Prince Harry has raised her profile to stratospheric heights and, like many a royal fiancée before her, her wardrobe choices are closely watched. Dubbed "the Meghan effect," what Markle wears to a public appearance can have a major impact on a brand's profile and its sales. The duchess-to-be has been a long-time supporter of Canadian fashion, most visibly through her work as an ambassador for Montreal-based women's clothier Reitmans. While that relationship came to an end last April, Markle has continued to sport Canadian clothing and accessories, most recently donning a coat by Toronto-based Smythe to visit a British radio station on Jan. 9.

With the immediacy of social media, many fashion labels are recognizing that it's important to have nimble digital and e-commerce strategies in place to capitalize on the moment when a celebrity's outfit choice becomes big news. In most cases – including when a brand has a close, or even commercial, relationship with an A-lister – a company learns that he or she has worn one of its pieces at the same time as the rest of us – when it is tagged on Instagram or Twitter.

In the case of Sentaler, a Canadian outerwear brand that has been worn by Markle and her future sister-in-law, the Duchess of Cambridge, the surprise endorsement has been a gift.

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