On March 14, 2024, Meghan Markle made waves on Instagram when she announced her new venture, American Riviera Orchard.
With the launch, the Duchess of Sussex appears to be distancing herself from her past and embarking on a new digital adventure, which includes a website and Instagram account dedicated to her lifestyle brand.
In her first post, Markle, 42, was seen in a scene picking flowers and cooking to the beat of Nancy Wilson’s “I Wish You Love.”
The name of the project, “American Riviera Orchard,” is a nod to Santa Barbara, known as the “American Riviera” for its temperate climate and food culture, where she resides with Prince Harry and their children.
The brand is expected to offer a range of products, including cookbooks, tableware, bedding, and a selection of preserves and spreads.
Within hours, the Instagram account attracted a large number of followers, surpassing half a million and reaching 585 thousand users.
Meghan Markle’s Instagram followers
However, a report by the British newspaper Express suggests that most of these followers may not be real.
Stacey Wong, a PR expert at agency Own Your Space, conducted an analysis of Markle’s followers and found that 13.77% could be “fake followers,” posing a challenge for digital brand management.
Wong warns that 7.25% suspicious followers and 6.52% bots or fake accounts pose a significant threat to Markle’s brand integrity.
“The Instagram for American Riviera Orchard showcases a robust following of over half a million, a testament to her powerful personal brand and appeal.
“However, the presence of a 13.77% ‘fake follower’ metric reveals a common challenge in digital brand management.
These fake followers could undermine the authenticity and trustworthiness of her online presence, which could impact her credibility and ability to communicate effectively with her real followers.
She said: “With the rise of influencer marketing and the increasing emphasis on genuine connections with audiences, the presence of fake followers can tarnish Markle’s credibility and hinder her ability to effectively communicate with her genuine followers.”
The predominant demographic of Markle’s brand audience on Instagram, primarily women between the ages of 25 and 34, represents a highly targeted market segment, providing an excellent opportunity for targeted marketing strategies.
However, the presence of suspicious followers highlights the importance of ongoing audience analytics to ensure genuine engagement and brand loyalty.
“Yet, the presence of suspicious followers underscores the importance of continual audience analysis to ensure genuine engagement and brand loyalty,” said the expert.
What will American Riviera Orchard sell?
Meghan’s new venture is much more than just a brand; it is a celebration of living in harmony with nature and wellness.
According to documents filed with the U.S. Patent and Trademark Office, American Riviera Orchard will offer a variety of products including tableware, tabletop items, books, stationery, stationery, stationery, home décor, personal care cosmetics, textiles, fabrics, apparel, personal accessories, canned goods, pet food, retail store items, and online services.
As we have seen, the offerings are not limited to culinary.
Meghan plans to launch a line of cosmetics and personal care products.
From lavender sachets and bath gels to body lotions and scented oils.
American Riviera Orchard promises to deliver unique self-care experiences including pet shampoos and conditioners.
In addition to physical products, the company will offer both online and in-store retail services.
Customers will be able to purchase food, books, tabletop items, décor, table linens and more.
It even plans to sell cooking-related e-books and recipe books.