Is there a market for Meghan Markle's new lifestyle brand?

The Duchess of Sussex is getting into the home and lifestyle business through a new brand called American Riviera Orchard.

As reported by People magazine, the trademark application states that the company plans to sell cookbooks as well as “tableware, beverage supplies, including decanters, kitchen linens, and edible treats such as jellies, jams, marmalade, and spreads.” It is said that there is.The company has launched his website with an Instagram page and a waiting list You can sign up to receive updates.

The venture is familiar territory for Markle. The former actress previously ran a lifestyle blog called The Tig, where she posted her recipes, travel guides, and surveys of other celebrities. Ms. Markle shut down her blog in 2017 when she announced her engagement to Britain's Prince Harry, but her sources told People that the closure had nothing to do with her royal connections.

It was a wise decision for American Riviera Orchard to build a registration list first rather than opening right away, said Christine Kowalczyk, associate professor of marketing and supply chain management at East Carolina University College of Business. . People want to know more about brands, and Markle can now promote products to potential customers and generate buzz, Kowalczyk explained.

All the experts we spoke to think there is certainly a market for Merkle products.

Mary Caravella, an associate professor at the University of Connecticut School of Business, said Merkle sells in a wide range of categories with “very different consumer tastes.”

Given the range of products Markle sells, it may be difficult to define the category, but Calavera said it falls into household goods and gourmet foods. In other words, “If you're going to a tourist destination, there's bound to be a store with a carefully selected collection like this,” Caravera says.

Kowalczyk said more people have been spending time at home since the start of the COVID-19 pandemic, which could help lifestyle brands thrive and increase the appeal of Markle products. He said there is.

A 2023 survey found that nearly two-thirds of Americans have a “stronger desire” to stay at home than before the pandemic, and more homeowners are remodeling their kitchens and adding outdoor living areas. It turns out they are investing in space.

There are already many cookbooks and home goods on the market, but what sets Markle's products apart is her name.

“She sells her brand and her personal style and her personal relationship with the consumer,” said Jenna Drenten, associate professor of marketing at Loyola University Chicago's Quinlan School of Business. “The market that exists for that is the market for Meghan Markle. It's not necessarily a market for lifestyle/homeware products.”

The feeling of being able to imitate a celebrity is key to the appeal of these brands.

“People admire the lifestyles that celebrities lead, and people feel an affinity with those celebrities and want to be like them,” Calavera said.

But while Caravera believes consumers will be intrigued by Markle's products and services because they're hers, the products need to be good to be successful.

“If she doesn't have a good product or service, her name alone isn't enough to convey that,” Calavera said.

While this may sound like a cliché, Calavera said she also needs to show that she's “real.” To demonstrate her authenticity, Calavera explained that Markle's products need to look like items she has used. Consumers should believe that the Duchess actually ate the dish in her future cookbook.

Martha Stewart's empire, which included a line of cookware and home decor, was so successful that she briefly became a billionaire. Gwyneth Paltrow's lifestyle brand Goop also continues to grow, despite being ridiculed for its high prices and unconventional products.

“What I would say unites them is that they were aligned with their tastes. They were expressing their tastes to others,” Calavera said. .

Kowalczyk believes Markle is “well suited to promote a lifestyle that people aspire to.”

“She's an American who became a princess,” Kowalczyk said. She's just surprised Markle didn't launch her own lifestyle brand sooner.

Some big-name brands haven't been so lucky. For example, Blake Lively's Preserve is a defunct company that sold artisanal products and drew criticism for glorifying the antebellum South. Natalie Portman's vegan shoe line has closed. However, despite the risks, celebrities whose career fate is unpredictable often want the opportunity to earn additional income.

Ms Drenton said she had recently observed a “massive influx of celebrity brands”, which was spurred by the lack of acting opportunities and concerts during the height of the pandemic.

“I think we've seen more celebrities trying to diversify their portfolios and create beauty brands, lifestyle brands, skin care brands,” Drenton said.

Celebrities who have launched product lines in recent years include Blake Lively (who now sells alcoholic and non-alcoholic beverages), Dwayne “The Rock” Johnson, Alicia Keys, Scarlett Johansson and Harry Styles. This includes things such as.

“I think this is kind of the future of celebrity,” Drenton said. “They recognize the volatility of their business, so they need to generate other income and income sources for themselves.”