British fashion designer Jenny Packham saw her website crash under the weight of traffic yesterday, after it was confirmed she had designed the blue dress that the Duchess of Cambridge wore to debut her newborn baby son.
Packham has seen her business increase by 40 per cent since going into partnership with the future Queen of England, but after the couple were photographed on the step of the Lindo Wing the designer’s name began trending on Twitter and public demand overwhelmed the site.
Richard Davies, CEO of cloud service provider Elastichosts, said that the incident showed the importance for e-Commerce businesses to have a flexible setup. He said: “e-Commerce relies on converting as many customer enquiries into sales as possible, and keeping up with trends as they happen; having a website that can support this agility is therefore crucial.
“Retailers should avoid this by ensuring their website is supported by a scalable, flexible and pay as you go infrastructure so that they can deal with whatever opportunities are around the corner.”
It’s been predicted that the birth of a royal baby boy will generate a £240m retail boom in the UK and abroad. Brits will be celebrating and buying souvenirs, while other parents are expected to be heavily influenced by the Cambridges’ baby buying decisions, according to analysis from the Centre for Retail Research.