A formal letter of guidance from King Charles is turning into a very public problem for the Sussexes. Weeks after settling into their new English home, Meghan Markle and Prince Harry are facing questions about whether their brand appeal in Britain has taken a hit. As it turns out, the cause for their trouble could be the King Charles intervention issued earlier this month.
King Charles’ letter could risk Meghan Markle and Prince Harry’s collaboration with UK brands
Prince Harry and Meghan Markle relocated to the UK in late August with their children, Prince Archie and Princess Lilibet. The highly publicized move was barely a few days old when, on September 7, Buckingham Palace stepped in.
The Lord Chamberlain issued a letter on King Charles’s behalf, confirming that the Duke and Duchess of Sussex would remain non-working members of the family. Officials said the clarification followed a “number of requests” from senior government and military figures across the country. Now, PR expert Sam Gauchier believes its ripple effects could reach further than Buckingham Palace. And it could potentially dampen Meghan and Harry’s commercial prospects in the UK.
“Yes, I do think this could make them less desirable to some UK brands,” Gauchier told Express US. She noted that public opinion of the couple already tilts negative in Britain, where their ties to the monarchy carry “so much more emotional weight” than elsewhere.
According to Gauchier, any brand that signs the Sussexes risks being seen as picking a side, regardless of intent. “A brand can choose Harry and Meghan without intending to choose a side, but it can’t stop the public from choosing one for it,” she said. Companies would also be cautious of appearing to choose “a side in [the couple’s] fallout with the Royal Family.”
She added that attention and sales are not the same thing. Headlines might follow the Sussexes, but converting buzz into loyal customers is a separate gamble. “People talking about Harry and Meghan is not the same as people buying what they’re selling,” she said.
Gauchier expects UK brands to watch closely before committing. “The first UK brand to take that gamble will basically become the guinea pig,” she said. She added that she’ll be tracking whether any resulting attention actually converts into sales.
