The Duchess of Sussex, Meghan Markle, has unveiled a teaser video for her new lifestyle brand, American Riviera Orchard. The 16-second video, set to Nancy Wilson’s 1960s tune “I Wish You Love,” shows Meghan in her Californian kitchen, stirring a pot. Although the video doesn’t reveal much about the brand, it has already generated significant interest, with the brand’s Instagram account gaining hundreds of thousands of followers.
The branding for American Riviera Orchard features a gold-colored crest with the word “Montecito,” which is the name of the upscale town where Meghan, Prince Harry, and their children reside near Santa Barbara, known as the “American Riviera.”
While the video remains mysterious, internet sleuths have discovered pending US trademark applications that suggest American Riviera Orchards plans to sell cookbooks, home goods such as decanters and kitchen linens, and foods like marmalade and jellies. Speculation has also arisen about the placement of certain items in the teaser video, hinting at potential future products in Meghan’s line.
The video’s deliberate sense of mystery and elegance has sparked interest from viewers, leading to a surge of Google searches about Meghan’s new venture. With her previous brand, The Tig, Meghan had amassed over 3 million Instagram followers, and marketing and consumer research professor Prof Pauline Maclaran believes that her new brand will tap into a “domestic goddess” market, promoting elegance and sophistication.
The video’s nods to heritage and royalty have drawn comparisons to other lifestyle brands like Gwyneth Paltrow’s Goop. The launch of American Riviera Orchard comes at a time when public curiosity about the private lives of the royals is high, following a recent photoshopping mishap involving Catherine, the Princess of Wales.
Meghan’s return to the US has brought about a laid-back, California aesthetic, which is likely to be reflected in her brand. Interior designer Kerrie Kelly suggests that Meghan aims to market a “feeling of domestic bliss,” leaning into her role as a wife and mother. This could potentially include a children’s clothing line or a nursery collection, as well as featuring her husband, Prince Harry, in marketing materials.
Critics and commentators have already speculated on potential clashes with the Royal Family’s guidelines for using royal titles and possible competition with the Royal Collection website. However, it is too early to predict any conflicts or complaints from Buckingham Palace.
In analyzing the implications of Meghan’s new brand, it is clear that she is capitalizing on her personal brand and previous endeavors. By tapping into the “domestic goddess” market and promoting elegance and sophistication, Meghan aims to connect with US buyers and build a successful lifestyle brand. The video’s deliberate sense of mystery and its nods to heritage and royalty have generated excitement and curiosity. It remains to be seen what specific products American Riviera Orchard will offer, but Meghan’s venture is already shaping up to be a significant addition to the lifestyle industry.
In terms of future trends, we can expect other celebrity-driven lifestyle brands to emerge, as consumers seek products and experiences that align with their favorite influencers. Aesthetic and heritage will continue to play important roles in brand storytelling, as people look for a sense of authenticity and connection to history. The notion of a “domestic goddess” and the promotion of elegance and sophistication will likely appeal to consumers who aspire to a refined and luxurious lifestyle.
As recommendations for the industry, it is important for brands to understand their target audience and create a captivating narrative that resonates with their desires and values. Diversifying product offerings and exploring partnerships with other brands or influencers can also help expand reach and appeal. Additionally, leveraging social media platforms like Instagram can effectively engage and grow a dedicated following.
Overall, Meghan Markle’s American Riviera Orchard launch is an exciting development in the lifestyle industry. With its sense of mystery, elegance, and nods to heritage, the brand is poised to capture the attention and fascination of consumers. As the industry continues to evolve, both established and emerging brands can learn valuable lessons from Meghan’s foray into the market.