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You might be familiar with the “Kate effect” and the “Meghan effect” – now some retailers are experiencing the “Gareth effect” as England supporters rush to channel the football manager’s dapper pitch-side style.
High-profile trendsetters Kate Middleton and Meghan Markle frequently cause shops to sell out of stock almost instantly when fans flock to imitate their sartorial choices. But England’s impressive performance during Euro 2020 means they are in danger of being overshadowed by football royalty Gareth Southgate, whose smart suits and signature polka-dot tie have caught the eye of viewers.
British menswear retailer TM Lewin has witnessed a 350 per cent uptick in tie sales since the tournament began, with navy polka-dot versions similar to the kind favoured by Southgate throughout the Euros proving particularly popular.
Southgate has donned what some fans believe to be his “lucky” tie at all but one of England’s matches, only going without his staple accessory when the squad faced Scotland – and failed to score.
The England boss was previously credited with causing a run on waistcoats at Marks & Spencer after the retailer kitted him out with suits for the 2018 men’s World Cup, when England reached the semi-final.
However, with formalwear sales drying up during the pandemic, the M&S said it had not witnessed high demand for suits or ties during the Euros. Instead, it is focussing on casualwear, selling more than 13,000 T-shirts featuring slogans such as “It’s coming home…maybe” in recent weeks.
In the hours after England’s 2-1 victory against Denmark at Wednesday night’s semi-final, searches for “England”, “England T-shirt” and “Football” jumped, the company said.
John Lewis has also credited Southgate for a sharp increase in sales of polka-dot ties. In one week, sales have doubled, it said.
Football fans have stocked up on a variety of England-themed merchandise over the past week. As England edged closer to the final, demand for bunting increased at M&S – sales were up 25 per cent week on week, with a Union Jack patterned option a bestseller.
Meanwhile, searches for T-shirts, bunting and flags featuring England’s three lions badge soared by as much as 320 per cent, according to eBay.
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