By Professor Sarah Montano, Department of Marketing, Birmingham Business School
Dearest Reader,
Were you in attendance at the wedding of the season? This author was captivated by the latest wedding in the Ton and the relief that another young lady will not remain on the shelf for yet another season!
With the finale of Bridgerton and the successful marriage of Polin (Colin Bridgerton and Penelope Featherington), Bridgerton from Shonda Rhimes has captured the imagination of a worldwide audience. With viewing figures of 45.05 views in the first four days, viewers are still transfixed by the courtings of the various Bridgerton’s and their matches. Set in Regency England, with an inclusive cast, the show presents the various activities of the so-called Ton (British High Society) with a voiceover from Lady Whilstledown who is essentially the gossip columnist of the day.
It is not just the viewing figures that we should pay attention to, it is argued that Bridgerton has boosted the UK economy by £275 million. This figure only considers the TV show and not the impact of the key trend of Regencycore on the retail sector. If we included Bridgerton-influenced sales, this figure would be higher. Therefore, with the ongoing success of Bridgerton, it is timely that we explore not just the impact on viewers, but analyse why there have been so many brand retail partnerships. We ask, why do customers want Bridgerton themed products or to dress in a Regencycore style?
There are many brand partnerships, firstly and most obviously from Netflix itself, you can buy a range of clothes or the cutest Newton the Corgi plush. Even Primark has a large range of Bridgerton products from pyjamas to hairbrushes and even plates for tablescaping. As expected, Amazon also has a range of products including calendars, jigsaw puzzles and of course the books themselves! The beauty brands Kiko and Pat McGrath Labs have special Bridgerton themed products such as lipsticks and eyeshadow palettes (so you too can go to the ball!) For those who are feeling peckish at all this talk of afternoon teas and lavish balls, courtesy of the Biscuiteers you can buy a Bridgerton themed tin and delicately iced biscuits!
If you would prefer an immersive experience rather than just a product, there are a range of Bridgerton themed events to enjoy. Liberty London has created an immersive Bridgerton experience.
Gentle Reader, if you make your way to the fourth floor of the eponymous department store, you can visit Lady Whistledown’s writing room, ride in a carriage, imagine yourself at a Ton ball (obviously via a quick visit to the Modiste’s atelier) and buy the aforementioned Bridgerton biscuit. Finally, you can buy Bridgerton themed floral fabrics to make your own gown of the season. If perhaps as a Gentle Reader, afternoon tea is more your style, then look no further, book your Bridgerton Afternoon Tea at The Lanesborough London where you can enjoy sweet treats such as The Social Butterfly or a Friends to Lovers Cocktail, inspired by Lady Whistledown’s quill. If perhaps locations are your desire, Castle Howard offers a Bridgerton filming locations tour. Finally, Dear Reader, I must not leaving before inviting you to the event of the season, The Bridgerton Ball, which promises to be a soirée that will be the talk of the Ton for weeks!
A TV and retail partnership is nothing new, many TV brands seek to bring products to the market. There are several key reasons as to why brand partnerships are so successful. Firstly, a collaboration helps to extend the audience reach and increase the publicity of the TV show. Secondly, products are a great source of revenue! Thirdly, TV shows often become popular cultural references and so with Regencycore now a mainstream fashion trend, consumers want to buy items that reflect this trend and this is mirrored with #regencycore reaching 20,000 posts on Instagram. Fourthly, a critical success factor of many brands is the ability to be able to tell a story, so called “brand storytelling”. There is no better way to tell a story of a product range via a TV show.
In summary, consumers seek to buy products that either make them feel a small part of the TV show or to remember such a momentous cultural event by. Celebrity endorsement is not a new trend, but consumers want to buy a product endorsed by a celebrity because of it makes them feel like they share the lifestyle of qualities associated with a celebrity or in this case a TV show. Given the tough times people have had in recent years, it is perhaps no wonder that escapism into Regency England for a moment is extremely popular.
Finally, let’s consider the many Bridgerton-themed experiences available today. In an age where we can purchase numerous products online and conduct much of our lives on the internet, people are increasingly seeking immersive experiences. These experiences enable brands to connect with their customers and stand out from their competitors. By offering emotional experiences, brands can come to life and foster customer loyalty. Additionally, consumers are likely to share their memorable experiences on social media, providing the brand with authentic marketing.
This author must now retire and put down her quill after a long morning at her writing desk.
Lady Whistledown’s Society Papers
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The views and opinions expressed in this article are those of the author and do not necessarily reflect the official policy or position of the University of Birmingham.