The Duke and Duchess of Cambridge with their two children, Prince George and Princess Charlotte, at Kensington Palace in London, Dec. 29, 2015.
Chris Jelf—PA Wire/Getty Images
By Megan Lasher
May 2, 2016

Princess Charlotte, the daughter of Prince William and Kate Middleton, celebrates her first birthday today. In just one year, she’s become a fashion icon in the U.K. and worldwide—and her economic impact will probably be in the billions during her lifetime.

According to a recent projection by Brand Finance, a London-based brand valuation and strategy consultancy, the youngest royal could be responsible for boosting the U.K. economy by 3.2 billion pounds ($4.5 billion) during her lifetime. That’s largely because parents flock to buy any brand she wears for their own children. The Telegraph reported that, “Although we have only seen the Princess a handful of times since in carefully stage-managed official portraits, each has provoked a similar reaction amongst retailers.”

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When she was just 10 hours old, Princess Charlotte was pictured wearing a shawl. The makers of that shawl, G.H. Hurt & Sons, said their website received over 100,000 visits in that day alone—and they continue to see profits from sales of the shawl.

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The same Brand Finance report notes that the luxury, food and sporting goods industries will likely also see a boost from any royal appearances. Such is the so-called ‘Princess Charlotte effect.’”

Brand Finance estimates Prince George’s economic contribution will be 2.4 billion pounds ($3.2 billion) throughout the course of his lifetime, meaning his little sister will likely surpass his impact by more than $1 billion.

The Telegraph writes that Middleton, the Duchess of Cambridge, may be attempting to reduce Charlotte’s fashion sway by dressing her in similar outfits for every public appearance. The 1-year-old has worn “those M&H floral dresses with pink cardigans in three of the seven times she’s been seen.”

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