Whistles CEO Says Kate Middleton Doesn’t Really Help Sales

LONDON, UNITED KINGDOM - AUGUST 14: (EMBARGOED FOR PUBLICATION IN UK NEWSPAPERS UNTIL 48 HOURS AFTER CREATE DATE AND TIME) Kate Middleton attends the wedding of Nicholas van Cutsem and Alice Hadden-Paton at The Guards Chapel, Wellington Barracks on August 14, 2009 in London, England. (Photo by Indigo/Getty Images) Photo: Indigo/Getty Images

CEO of British clothing brand Whistles, Jane Shepherdson, told the Business of Fashion, "It raises profile, it’s great, we get known in countries we’re not known in. But it’s not going to turn us into a success overnight because she wears it. Fortunately, she looks great in it and it’s a great advert, but no more than that." So much for the Kate Middleton Effect.