Brand experts say Meghan is likely to hit six figures within weeks of officially launching American Riviera Orchard.
Royal fans have been sent into a frenzy since the 42-year-old Duchess of Sussex made an explosive return to social media last night, opening an account for her lifestyle and food brand.
Little information has been released about what American Riviera Orchard will offer, but brand expert Hayley Knight says expectations for its products and content have driven business growth in the first few months of its opening. He says it will hold up well.
He added that it was “no coincidence” that the Duchess of Cambridge launched the brand on the same day that her husband Prince Harry was scheduled to appear in a video message at the Diana Legacy Awards, teasing fans with “subtle” information. Ta. She had high expectations of what the brand would offer.
Hailey also said that following the success of competitive A-list brands such as Gwyneth Paltrow's Goop and Kourtney Kardashian's Poosh, it “just made sense” that the Duchess decided to launch a lifestyle brand. He added that the duchess “wants to join the ranks of celebrities”. .
Hailey told FEMAIL: “We have seen in the past that everything Meghan wears, promotes and sells, sells out instantly. There are even websites dedicated to this.”
He added that Meghan has an “incredibly strong” instinct when it comes to PR and marketing, adding: “I wouldn't have launched this if I didn't think it would work.”
So far, little has been shared about what American Riviera Orchard will look like when it officially opens, but Hailey has confirmed that Meghan is “leaning into the brand and her personal style.” We believe that there is no doubt that we will target the “mid-to-high-end market.''
“We are confident that people can expect a stylish, modern home with a homey yet stylish, unique and modern design that is rooted in spirituality and mindfulness,” Haley predicted.
Brand experts admitted it's difficult to know how much the Duchess will earn from American Riviera Orchard, as neither the product nor the price have yet been announced.
But she predicted: “Once the store launches, Meghan will definitely find immediate success.” We've seen with past celebrity launches that demand is incredibly high and products sell quickly. ”
He added that Meghan is likely to move forward with selling a “unique range of products” that she claims she uses, which will be a “selling point”.
“If the company sells globally, I can't imagine Meghan earning anything less than six figures in the first few weeks of opening, if not the first week,” she said.
Regarding brand collaborations on social media, Haley said that the Sussexes are likely to use social media solely to promote their brand, rather than returning to the platform where they have their own accounts, so if Meghan Markle is likely to use them through paid partnerships, He said it was unlikely to make any money.
But she added: “But there's a chance she'll get an interview, and IG is with other people in the industry who could earn upwards of $1 million per post if they're paid opportunities. ”
American Riviera Orchard launched on Thursday night via Instagram and its new website with a slick video accompanying the brand, showing Meghan mixing dough in a bowl in her kitchen. was.
Another frame showed her picking gorgeous roses from a bouquet.
A source told the Daily Mail that the business will be a “lifestyle and culinary brand” focused on the things that are important to Meghan.
It's fitting that Duchess Kate's business revolves around cooking and food, something she's shown a passion for in the past.
While living in the UK as a working royal in 2018, Meghan bonded with survivors of the Grenfell Tower fire when she joined a local community kitchen and had no qualms about helping cook meals.
The Sussexes' explosive Netflix series revealed that Meghan still stays in touch with the community, despite currently living in California.
Duchess Kate has contributed recipes to charity cookbooks in the past, including lemons in the World Central Kitchen Cookbook: Nourishing Humanity, Nourishing Hope, published last year. Also includes cake.
Brand expert Emily Austin advised Meghan to “step away from brands.”
“It's no surprise that Meghan, despite hating neutral tones throughout her time in the UK, has jumped on the wellbeing brand train,” she told FEMAIL.
“As a couple, Meghan and Prince Harry have encouraged a family-first narrative, and Meghan has also dabbled in kitchen-based brand moments, such as cookbooks. Together. She famously woke up at 5 a.m. to practice yoga at Buckingham Palace, and The Tig (her previous blog and lifestyle blog) revealed that she took ashwagandha to calm her down early in her relationship with Prince Harry. website).
“The Los Angeles clean living aesthetic has been thoroughly thought out by wellness giants like Jessica Alba, Gwyneth Paltrow, and Poosh. Less than 24 hours after announcing her new brand, Instagram 's dedicated page gained just under 350,000 new followers, but there were still no product teasers.
“Instagram is a hugely lucrative platform for celebrities, and brand experts widely predicted that Meghan would return to it, especially in the US, where homewares as a category has exploded. Baking, table decorating, flower arranging and other healthy home activities have taken social media by storm, with brands like ZARA and H&M It has become a high-income product for street retailers.
“Meghan is a sacred figure, and public opinion will vary from region to region. The success of her brand will likely depend on product positioning and pricing. Initial branding is based on the idea that these products cost more. The market is incredibly competitive, with many brands taking ownership of specific categories rather than entire homes. Success stories include the recent Selena These include “Our Place,” a collaboration with Gomez. While Markle expects to see a lot of initial interest in her brand, long-term success actually requires much more than press releases and Instagram sneak peeks. is required.
“It is understood that Meghan will be selling her own products on the website rather than other brands, but we expect to see a lot of interest from brand collaborations and partnerships. This could result in a significant fee. This will happen, but at the same time the purity of her own brand's message will be diluted. My unasked advice is to remove Meghan from images and brands as much as possible. .
“No matter what you think about her, she's incredibly divisive and widely unlikable. When you think about her relationship with the public, it's hard to believe that she essentially identifies herself with the brand.” is dangerous.
“I'd like to change the name, too. It's hard to spell, it's long, and it looks like a country club wedding invitation.” Perhaps she'll move on to Montecito's Rosewood, which also has a permanent Goop store on site. I guess I sat down and got inspired…
“There's no question that celebrities are a big driver of short-term success, like Kylie Cosmetics, Skims, and Hailey Bieber. But they don't guarantee long-term success. You can earn millions of pounds by posting on , gain a cult following and drive huge sales.
“For Meghan to make money on Instagram, she needs an engaged, engaged audience with purchasing power. Instead of pretending, she has a product that is actually needed, people who will see it, and a real audience.” Powerful images and messages that connect.
“We don't expect a business like this to be reliably profitable in the first 12 months, but at this point we don't know if there's been any external investment, who's actually running the business, or if there's a launch plan. It's unclear what that will look like, for example, from D2C to websites.
“The smart move would be to work with established people in this space to ensure audience share and increase credibility. It remains to be seen whether others will agree with this,” she said. added.
