Brands report sales and social uptick from Strictly Come Dancing

By

Sandra Halliday

Published
Oct 28, 2019

We’re used to hearing how TV shows such as Love Island can have an immediate and direct effect on the sales of the brands that are featured on it. However, we're less used to hearing about the impact of other shows such as Strictly Come Dancing on fashion sales.

But a report on Monday said that the clothes worn on the show, not by the dancers themselves, but by the high-profile presenters Claudia Winkleman and Tess Daly, are proving to be hits at the checkout.

And unlike the Love Island effect, their influence isn't only about fast fashion but also extends to high-end labels such as Jimmy Choo and Rixo, alongside high-street names like Zara and Warehouse.

While many brands benefitting from being worn by the two women haven’t directly commented, there has been plenty of anecdotal evidence about sell-outs and frenzied social media chatter around particular looks.

And The Guardian reported that Rixo has directly benefitted from the large audience for the show (it has average weekly viewing figures of more than 8 million). Co-founder Orlagh McCloskey told the newspaper that it’s “a great opportunity for brand awareness and sales.” 

The label’s Tyra striped sequin dress saw its sales rising fourfold after it was seen on the show and the firm is also expecting big things of a gold daisy Rixo dress Daly wore recently when it launches exclusively on Net-a-Porter early next month.

And Juliet Rowe, who owns jeweller Hoop Station, said that her earrings have been worn by both presenters and this has led to a spike in followers for the label on both Instagram and Facebook.

The report also said that the presenters themselves are making the most of their celebrity. Winkleman already fronts advertising for Head & Shoulders shampoo and this week has launched a beauty range with Boots. The new collection, called Full Panda, features eye colour, mascara and brow colour to help its buyers achieve the smudged, smoky beauty look for which the presenter is known.