H&M is the "newest woke-ness brand" on the global marketplace and it shows lots of early promise. It shows great potential because it has just two elements and both these are easy to comprehend. Harry brings brand equity [HRH]. Meghan brings authenticity to his brand.
The H&M brand is all about "woke-ness" because this couple are dedicated to feminism, environmentalism, cause-ism, fame-ism, and faddism. It is this unique combination of "isms" that will garner attention and revenue from many diverse quarters.
Woke-ness is not going away in any time soon - it seems - and so this couple have the perfect social launching pad for early brand dominance of this category. Of course, the issues that H&M face are complex [taxation, brand positioning, HRH seal, etc]. Ultimately, however, the real issue is what kind of sustainable brand leverage can an ex-Royal bring to the marketplace?
Perhaps the real dangers to this marketing venture being a success is that it is time sensitive. As a first mover in this fledgling Ex-Royal Branding business Harry must ensure that his HRH credibility can be sustained as a long-term asset. Meghan is a "woke-ness star" but she shines under the HRH umbrella so this marketing venture is one Harry must make work.
But. The real test for this couple and their new "woke-ness" brand will be how fragile or robust their relationship becomes over the next 5 years. At the moment this couple have created the perfect "woke-ness" image as they claim to be victims of press persecution. This image unites them as a glowing symbol of "woke-ness" but if they retreat to Canada, join A-list parties inside Hollywood, and disappear from sight inside Buckingham Palace then what will become of the critical HRH element of this brand.
Richard
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