Andrew Court
Is Meghan Markle in a jam?
The Duchess of Sussex announced the launch of her lifestyle label American Riviera Orchard back in March — but more than four months on there’s still no word on when the brand’s products will hit shelves.
Markle, 42, released a slick Instagram video unveiling her high-end brand on Mar. 14, which will purportedly produce gourmet jam and dog biscuits.
But while fans have been left in the dark ever since, brand experts believe there’s a “strategic” reason the royal is waiting for the items to go on sale.
Warren Johnson, a veteran PR and marketing consultant, says Markle is likely waiting until her Netflix cooking show hits the streamer to maximize sales of American Riviera Orchard products.
“The Holy Grail is creating an entire lifestyle ecosystem,” he told The Daily Beast. “Look at what Gordon Ramsay or Martha Stewart has done, it’s about creating symbiotic relationships between cookbooks, TV shows, and products so they all feed each other. Using a well-funded TV show that someone else is paying for to advertise your products seems like a great commercial strategy to me.”
Markle wrapped filming of her cooking show last month, but a release date has not yet been announced.
The Post has contacted the Duchess’s rep for comment on when American Riviera Orchard products are expected to hit shelves.
Markle has not directly discussed her lifestyle brand, but has sent out samples of her jam to celebrities including Kris Jenner and Mindy Kaling.
The announcement of American Riviera Orchard came just days before Markle’s estranged sister-in-law, Princess Kate, announced her shocking cancer diagnosis, prompting some to speculate that the Duchess may delay the release until the future queen receives a clean bill of health.
However, a second brand expert believes it’s more likely that Markle will launch American Riviera Orchard at the same time her Netflix show goes live.
“Everyone has to abide by Netflix’s schedule these days,” brand guru Norah Lawler declared. “They are by far the biggest player in town.”
However, both brand experts believe that the launch of the brand could still be risky for the Duchess.
“From a strategic and branding perspective, if you suggest you are going to launch something but then four months later nothing has happened, the world moves on,” Lawlor said, claiming initial interest in the items may have already waned.
“To allow some anticipation to build is not a strategy I would disagree with, especially as it has enabled her to test her credibility, and see if she gets laughed out of town as a jam maker before risking a penny,” Johnson added. “Personally, I’m not sure the world needs more jams, but maybe I’m wrong.”
This post was originally posted by NYPost
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