But it seems that some brands are starting to take matters into their own hands, so to speak. Orla Kiely, one of the Duchess’s chosen labels, told us that their customers often want to purchase the same color and style worn by Kate—a difficult situation considering the brands limited runs in manufacturing. “Often customers try to buy all the stock—we assume they want to sell it on ebay. Now we have a policy in our New York story that limits one unit per customer…as we don’t want anyone profiteering as a result of Kate wearing our clothes,” explained Paula Flynn, Orla Kiely’s US brand manager.

And while Kate-approved label, Issa, declined comment on this piece, a quick Ebay search reveals multiple knockoffs of their designs, specifically the blue wrap style that Middleton wore to announce her engagement—some sold at up to 95% off retail.

UK-based label, Reiss, has also encountered blitzkrieg sales of Middleton-popularized styles. After wearing the brand’s Shola dress to an official visit with the Obama’s last May, Kate-crazed shoppers crashed Reiss’s site, with the dress selling out via phone before the brand’s US stores even had a chance to open the following morning. According to a Reiss spokesperson, traffic to the retailer’s site was up 500% the day Kate wore the camel bandage dress, and a dress sold every minute. And despite re-ordering the dress (only to sell out again), copies sprung worldwide. As The Huffington Post pointed out, even Banana Republic was in on the deal, issuing a ‘Kate sheath.’

Overall though, brands are greatful for Kate’s support. “L.K.Bennett is honored that the Duchess has chosen to wear our shoes, clothing and accessories, it has certainly helped to raise awareness of the brand in the United States where we have opened five freestanding stores in the past 12 months,” Anthony Dimass, LK Bennett’s US President told us. Reiss issued a similar statement, “There is no question that Kate choosing to wear Reiss has impacted our brand. We have noticed a significant increase in brand interest and global awareness, strengthening existing markets and attracting attention in markets we are yet to enter.”