Keep Calm, and Carry On (Buying at Reitmans)


Happier days: Markle as Reitmans Brand Ambassador in the fall of 2016

Via classmate Sheena:

Meghan Markle has ended her relationship as brand ambassador for Canadian women’s retailer, Reitmans. The star of ‘Suits,’ more recently making headlines as Prince Harry’s girlfriend, said goodbye to the brand she signed on with in 2015. Meghan Markle was brought on board to inject a youthful refresh of the Reitmans brand. It was part of a strategy for the retailer to target younger customers to buy its apparel and re-energize the Reitmans brand, without “alienating the older women who still make up a core market.”

Will Meghan Markle’s split from Reitmans be detrimental to the brand, or will the brand benefit?

I suspect that Reitmans will see a bump in sales and brand awareness in the short term given the media is widely reporting on Meghan Markle ending her relationship with the brand. Media reports speculate the reason for the split is because Meghan Markle and Prince Harry’s engagement is imminent. It’s worth noting that had Meghan Markle ended her relationship with the brand and Prince Harry not been part of the equation, there likely would have been few or no media reports about this endorsement deal ending.

Reitmans will certainly benefit from the added media exposure, and the free buzz generated from the news coverage will help give the brand worldwide exposure. For example, media in Britain have latched on to the story, a place where Reitmans isn’t sold (although there are close ties between Canadians and fashion retail in the UK: the Weston family’s empire includes department stores Selfridges and Miss Selfridges).

As Reitmans’ brand ambassador, Meghan Markle would have increased brand awareness and attracted the younger customers Reitmans was targeting – so, in the long term, and in order to continue their brand strategy, the brand will need to find in its next ambassador someone who can both appeal to women of all ages. However, it is unlikely that Reitmans will benefit in the long term should Megan Markle and Prince Harry get engaged, as Markle’s celebrity didn’t have sufficient brand recognition or momentum during the time she served as brand ambassador for Reitmans for it to carry on.



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