MEGHAN Markle’s new lifestyle brand American Riviera Orchard is launching soon, but there could be some “challenges” to its success, says a brand strategist.
Lucie Green said Meghan will have to decide whether to make her products expensive or affordable and will have to be careful with any royal references.
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So far, the brand’s launch has been sparked by Meghan sending the brand’s jams to 50 friends and influencersincluding Chrissy Teigen, Heather Dorak, Tracy Robbins and Kris Jenner.
Speaking to Fabulous, Lucie shared: “Positioning will be a tightrope, whether it’s being very sophisticated and exclusive, or making the brand more accessible.
“The extent to which she (even obliquely) references royalty will always attract criticism, but dialing it down will likely appeal to many US audiences, just as Aerin Lauder and Martha Stewart reference upper-classness in their brands but have a broad audience. .”
The American Riviera Orchard website currently says “by Meghan, Duchess of Sussex”, referencing her title.
The brand’s strategist says that Meghan could also have difficulties if she claims that the products are all made on the “American Riviera” – the nickname given to the chic area of Montecito where Meghan and Harry live.
Lucie explained: “If the brand story is literally about being grown and sourced on the American Riviera, scale can be a challenge – there are only so many strawberries you can grow in one place.
“And it appears that philosophy is closely tied to supply in California’s orchards and farms.
“As the brand grows, and if it wants a mass audience, it may need to think about how to communicate how and where that product is grown.”
Pricing Challenges
Lucie advised that Meghan could keep American Riviera Orchard as an “exclusive lifestyle brand” and compared it to Lux Flamingo Estate Company, which “serves Hollywood celebrities and the wealthy and rarefied with locally grown produce.”
However, she added: “I think there is a middle ground – a bit like Daylesford Organic here in the UK, which is very linked to production in Gloucestershire and its farm, focuses on organic and seasonal produce, but has still managed to be stocked in stores across the country and impressive range and volume of business while still feeling luxurious and authentic.
Meghan announced that she would launch American Riviera Orchard in March and announced it on Instagram.
Meghan’s products
According to a report from Page sixMeghan’s company will focus on content for home, garden, food and general lifestyle.
The brand will sell household products such as cookbooks, food and kitchenware.
A trademark application by ‘American Riviera Orchard’ showed that Meghan could sell cutlery, decanters, legume spreads and even napkin rings.
A source said: “She’s been working on it for over a year and it’s all the things that are on her heart – all the things she’s passionate about.”
The extent to which she (even obliquely) makes real references will always attract criticism, but dialing it in will likely appeal to many US audiences, just as Aerin Lauder and Martha Stewart make upper-class references in their brands but have a broad audience.
Lucie Green
Many royal fans posted their excitement for the launch on social media, with one saying: “So excited about these beautiful heavenly jellies from Americanrivieraorchard, a wellness brand I will be subscribing to!!”
Another added: “The more things they add to American Riviera Orchard’s list of potential products, the more excited I get. I will buy everything there.”
The Instagram page currently has 617 thousand followers, despite the page only having nine images showing the beautiful logo.
This follows Meghan, 42, shutting down her former lifestyle page, The Tig, in April 2017, shortly after she started falling in love Prince Harry.
What is Meghan Markle’s new business?
Meghan Markle launched a new brand on Instagram called American Riviera Orchard.
Industry experts said the site will focus on home, food, gardening and lifestyle products.
A source told the Mail: “It’s a lifestyle and culinary brand called American Riviera Orchard.
“The brand aims to coincide with the launch of a new cooking show for Netflix.
“Meghan will make and sell products like jam. And at some point there will be a book and a blog, etc.”
New program in Sussex
We recently shared how the Duchess of Sussex is about to launch a new series about “cooking, gardening and friendship”.
She and Harry have two untitled nonfiction projects in production.
The shows are part of the “creative partnership” that Archewell Productions signed with the streaming giant in 2020.
The first series will focus on Meghan and explore “the joys of cooking, gardening, entertaining and friendship,” according to Deadline.
The second series will follow the couple’s love for professional polo.
Filmed mainly at US Open Polo Championship in Wellington, Florida, the project will be produced by Boardwalk Pictures.
Prince Harry, 39, is known as a great polo player.
The couple released their documentary Harry and Meghan in 2022, offering an insight into their relationship.
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What will Meghan Markle’s lifestyle brand sell?
Her upcoming lifestyle project, American Riviera Orchard, has listed a full range of products under the brand. Here’s a preview of what could come:
Fragrance sachets
Lavender Sachets
Non-medicated skin care preparations
Bath and shower gels and salts…unmediated hair preparations
Bath soap
Bar soap
Non-medicated hand soaps
Body creams
Oil bath
Body lotions
Cosmetics [and] Body oil.
Fragrance oils
Air Fragrance Reed Diffusers
Fragrances
Room fragrances
Incense
Non-medicated, non-veterinary grooming preparations such as pet shampoo and conditioner
Candles
Home clothes
Ben spreads
Bed blankets
Pillowcases
Linen
Bed skirts
Spear
Swimsuit
Fabrics for interior decoration
Picnic Blankets
Fabric or textile tablecloths
Textile coasters
Textile tablecloths
Curtains
Kitchen towels
Kitchen linen
Fabrics
Fabric or woven gift wrapping
Knitted fabrics
Textile tapestries
Felt and non-woven textile fabrics
Beach towels
beach blankets
Aprons
Scarves
Stationary sets
Letter openers
Blank note cards
Envelopes
Printed note cards
Printed Holiday Cards
Printed cards
Printed place cards
Printed announcement cards
Printed invitations
Printed Recipe Cards
Stationery engravers
Stamps
printing stamps
Blank diaries
Blank paper notebooks
Personalized Writing Journals
Printed guest books
Stationary type wallets
Paper tape
Printed Daily Planners
Printed calendars
Printed Desk Planners
Printed diaries
Personal organizers
Printed address books
Paper Party Decorations
paper party decorations
Printed Decorative Paper
Gift Bags
Wrapping paper
Gift wrapping with paper ribbons
Gift Boxes
Paper Gift Tags
Fabric or textile gift packaging
cocktail napkins
Calligraphy Pens
Writing instruments
Desktop Organizers
Letter Trays
Event Albums
photo albums
Printed cookbooks and cookbooks
Decorative cords
Textile material ribbons
Ornamental fabric bowls for decoration
Beads for crafts
Floor Mats
Meditation mats
Decorative tapestries
Bath Mats
Fabric wall coverings
Wallpaper
Yoga supports
Meditation Pillows
Yoga Blankets
Meditation Blankets
Yoga Straps
String bags for shopping
Bags
Pet Leashes
Pet collars
Umbrellas
Wine Carrying Cases
Wine bags with handles for carrying or storing wine
Pillows
Outdoor furniture
Home decoration made mainly of textiles
drawer organizers
Pet pillows
Pet beds
Frames
This story originally appeared on The-sun.com read the full story
