The Duchess of Sussex Meghan Markle's new lifestyle brand must 'unveil her heart and soul' to build a 'deeper' relationship with her customers.
Meghan quietly launched her new lifestyle brand, American Riviera Orchard, earlier this month and has already gained more than 570,000 followers. American Riviera Orchard is thought to be a lifestyle and cookery brand that will tie in with a new cooking show on Netflix and the new brand, which has only been launched with the Instagram handle and a soft focus grainy video, is expected to focus on homewares as well as makeup and skincare. It was suggested Meghan could rake in more than six-figures in sales in the first weeks of American Riviera Orchard’s launch, but it has not been revealed when the products will go on sale.
Speaking exclusively to The Mirror, digital marketing expert Kate Williams of KW Marketing has advised how the Duchess of Sussex can ensure her new brand is a success as she explained: "To keep the momentum going and to build a deeper relationship with her audience, Meghan can start by unveiling the heart and soul behind American Riviera Orchard. Sharing the brand's mission, story, and product range will engage followers and make them feel like insiders."
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Meghan Markle 'soft launched' her new brand on Instagram but hasn't released more than a grainy video so far (americanrivieraorchard)Kate added: "I’d also love to see her embrace charitable giving and sustainability throughout her business, and help champion brands and partners with similar values. By doing this, Meghan can create a brand that stands for something truly meaningful."
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American Riviera Orchard hasn't yet confirmed what it will retail, yet it's expected that the brand will stock home decor items such as marmalades, jams, and other lifestyle products including dog shampoo and cosmetics according to trademark documents that have been launched.
Having a wide range of products might not be the wisest move as Kate explained: "It's crucial for her to maintain focus and avoid trying to cater to everyone. Instead, she should carve out a unique niche and offer something that resonates deeply with her target audience. Trying to compete with giants like Amazon is a daunting task, so staying true to her brand's identity and offering genuine value to her customers will be key to success."
An expert has advised that the Duchess of Sussex needs to 'unveil the heart and soul' of the brand to make it a success (AFP via Getty Images)Meghan is also thought to be turning to her celebrity circle for support as she builds up the Sussex brand and American Riviera Orchard, and this could be a savvy business move. Kate praised this plan but outlined that the Duchess shouldn't forget her brand is for "real people" as well as she advised: "Normally brands would pay influencers, many thousands of pounds in exchange for endorsement, so if she’s [Meghan] lucky enough to get free content and be recommended to new audiences, that’s definitely a bonus of having famous friends! However I’d always recommend that she also engages with micro influencers (under 5000 followers) to show the brand is for real people too, not just the rich and famous."
Kate Williams is the founder of KW Marketing.
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