Will the royal baby really be good for fashion? Possibly not.

As the royal babywatch enters what are presumably its final days (or even hours) I admit: I cannot wait for the Royal Windsor baby to be born – not because I’m actually panting to see said heir, but because hopefully it will stop the flood of emails I get every morning heralding yet another fancy baby product. Now, I get that this seems an extraordinary opportunity for the high-end baby market, which is currently one of the fastest growing segments of the high-end fashion market, with brands from Dolce & Gabbana to Gucci, Burberry, and Fendi launching kidswear. I get that the Duchess of Cambridge is one of the most influential figures around when it comes to moving product. But what I don’t get is why everyone thinks she is going to move really expensive product.