Duchess of Sussex Leverages Global Spotlight to Boost Emerging Brands
The Duchess of Sussex reveals her strategy for supporting designers and brands through her public appearances. Her endorsements have led to significant sales boosts for featured companies, showcasing the power of celebrity influence.
Meghan Markle, the Duchess of Sussex, has disclosed her deliberate approach to utilizing her global prominence for promoting fashion brands. At 43, the Duchess has embraced her influential position to support both established designers and emerging labels.
In a recent interview with The New York Times, Meghan Markle explained her strategy:
"Times where I know there is a global spotlight, and attention will be given to each detail of what I may or may not be wearing, then I support designers that I have really great friendships with, and smaller, up-and-coming brands that haven't gotten the attention that they should be getting."
The Duchess emphasized the significant impact of even small gestures, stating, "That's one of the most powerful things that I'm able to do, and that's simply wearing, like, an earring."
This approach has proven highly effective, as demonstrated by the case of Cesta Collective, a luxury basket bag company. After Meghan Markle was seen carrying one of their bags at a dinner with Gwyneth Paltrow and Cameron Diaz in the summer of 2023, the brand experienced unprecedented sales. Erin Ryder, co-founder of Cesta Collective, reported a surge in demand for a previously underperforming style.
The Duchess's influence extends beyond mere appearances. She actively seeks out and invests in female-led brands, expanding her own portfolio. Her discovery process involves extensive online research, as she explained, "I spend a lot of time just Googling, looking for brands."
The phenomenon known as the "Meghan effect" became apparent to the Duchess after her first royal engagement with Prince Harry in 2017. Wearing a handbag by Scottish company Strathberry, she inadvertently caused the item to sell out online within 11 minutes of her appearance.
Meghan Markle's investment strategy began during the pandemic lockdowns, with her first choice being Clevr Blends, a company offering instant latte blends with adaptogens, mushrooms, and probiotics. Her portfolio now includes between five and ten brands, complementing her own lifestyle brand, American Riviera Orchard.
The Duchess describes her venture-capital initiative as a "dolphin tank," a gentler alternative to the popular American business reality show "Shark Tank." She views these investments as a stepping stone, stating, "investing in them has helped me line up for this chapter where I'm investing in myself."
Meghan Markle's approach exemplifies the growing trend of ethical fashion and the power of celebrity influence in the luxury goods market, which was valued at approximately $1.2 trillion in 2023. As social media influencers continue to play a crucial role in brand marketing strategies, the Duchess's deliberate use of her platform demonstrates a thoughtful approach to leveraging fame for positive impact in the fashion industry.
