Posted on 13/08/2013
Professor Pauline MacLaran is currently co-authoring a book entitled: Royal Fever: The British Monarchy in Consumer Culture and her research indicates that the recent royal arrival will have a positive impact on the economy. In the short term increased sales of all types of memorabilia that tie in to the royal baby birth. Many people, both locals and tourists, buy souvenirs (mugs, bibs, key rings, teddy bears etc.) to mark the occasion and, of course, there are also the avid collectors of memorabilia at the high end (special edition chinaware that British potteries are rushing to finalise). In the longer term, the baby is likely to have a major influence on the baby wear and equipment market. Kate has already made a major impact on fashion - her choices are studied and copied avidly by designers around the world.
Part of the attraction that royal events provide is the feeling of community they produce. In addition, Royal events contain much historic splendour that give people a sense of security in tradition, something that goes beyond their everyday lives. This sense of security is key in restoring faith and creating a positive feeling in the community. This can go on to influence their willingness to spend. Pauline has received multiple requests from media around the world to comment on the royal baby. This gives an indication of how far reaching this kind of event is.
Pauline is co-author with Professor Cele Otnes, University of Illinois at Urbana Champaign, entitled: Royal Fever: The British Monarchy in Consumer Culture, to be published by the University of California Press in 2014.