Michelle Obama Helps to Boost Agent Provocateur Sales

Image: Digitalpublius

First Lady Michelle Obama recently joined the Queen of Qatar, Sheikha Mozah, on a high-end shopping spree on Madison Avenue where the high-powered women spent some time at lingerie boutique Agent Provocateur.

Closing off part of Madison Avenue for the shopping spree, Michelle Obama and Sheikha Mozah’s purchases at Agent Provocateur contributed to a 12.5% lift in sales. The vintage Hollywood glamour-inspired lingerie store is known for having a high number of “famous clients,” though Garry Hogarth, Agent Provocateur’s chief executive, won’t name names. He did, however, say that many of his famous clients have helped to take the US store sales far, overtaking those in the UK. The company enjoys a lack of direct competition, celebrity status and high-end clientele that many stores only dream of.

“The glamour of the AP brand is really powerful – it has a luxurious quality, that means people have a sense of walking away with a special purchase even when they are buying a pair of knickers,” says Hogarth. “This is a real luxury brand, but now is also being run with a strong business discipline. That has meant a lot of changes to the finance team, merchandising and production and planning. It also means negotiating on ever rental contract – which is more than possible in this market.”

Seductive, stylish and pricey, items at Agent Provocateur include a handmade Calais lace corset that retails for up to £900.