Why you should think before you jump on the royal bandwagon
Posted by admin on May, 3rd 2011
April 29th 2011 – Prince William’s wedding day. Another day to add to Great Britain’s history books. Announced in November 2010, there has been a great buzz around the royal wedding, with brands keen to cash in on the popular royal couple releasing wedding-themed tea towels, biscuits and even sick bags.
Many products associated with the new Duke and Duchess of Cambridge have seen incredible sales figures. As a single woman, Kate Middleton’s image clearly had the power to sell. We only need to mention her sapphire Issa dress or her cream Reiss dress and the first phrase that pops into mind is “sold out”.
Bearing in mind how popular the royal newlyweds are right now, brands will no doubt be assessing their next move and whether they can piggyback off the good feeling surrounding the wedding of our future king and his queen. But is this right for you and your brand? We have put together a couple of points to consider before you leap in:
1. You need to consider who your main customers actually are if you are a fashion brand. According to a survey of 1000 people conducted by Lightspeed Research, a high proportion of people surveyed associated the words ‘pretty’, ‘stylish’ and ‘fashionable’ with Kate Middleton. However, younger respondents were more likely to describe her style as ‘boring’. This creates a bit of a paradox as younger respondents were more likely to purchase goods connected with role models compared to a tiny percentage of older respondents who were less likely to purchase goods perceived to be connected with Kate.
2. The royals aren’t like ‘normal’ celebrities, you can’t send them gifts and hope they will be pictured with your brand. If you are lucky enough to be chosen by the new duchess as a brand she wears or uses then take proper advice from your PR agency before telling the world that she loves your products.
3. Where you might win sales on one count, you might lose out from other customers. The same survey showed that men would be less likely to buy items such as jewellery if it had royal connections.
4. Not everyone is a royalist and to openly try to associate your brand with royalty could be a huge mistake as showing support for anything where there are divisions of opinion, for example, with politics, can alienate potential customers.
5. Customers are smarter than some people give them credit for. They can see through brands that have tenuous claims to royal approval.
For public relations, online marketing and branding consultation, speak to David Wiltshire of JPR Marketing.
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