By now, the astonishing sell-out effect of Kate Middleton's wardrobe is notorious - and also, it appears, contagious.
Her brother-in-law Prince Harry appears to have picked up a slice of that magical marketing touch as part of his Diamond Jubilee tour abroad this week.
On the trip, which has so far encompassed Belize and the Bahamas, Harry has been spotted wearing a pair of £115 Russell and Bromley desert boots on several occasions.
The sighting has prompted a rush of orders to the store, where the exact type of shoes will not go on sale to the public for another two weeks - Harry being treated to a pre-order.
The style, seen above and below, is known as "Chuck," and comes in tobacco (as chosen by Harry), brown and blue suede.
Of course, the royal family is no stranger to the retail frenzy phenomenon of their outfits - especially with the addition of Kate last year.
The Duchess of Cambridge regularly prompts a rush for certain items of clothing within hours of being photographed in them.
The most recent example of this is the Orla Kiely coat she wore on a public outing in Oxford last month (below), which sold out "within minutes" online.
Harry is due to visit Jamaica and Brazil on the last legs of his tour before returning home.