What I find interesting is the press commentary that H&M have "won".
I'm not so sure about that.
Firstly, we've no idea about the deal the RF have offered to them. I think it's doubtful they will have got everything on their "website wish list".
I suspect there will absolutely be constraints that if they want to retain their HRH status about how that can be commercialised. Not just respect of protecting the Royal brand but also because it sets a precedent for other members of the RF. Imagine how it would look to the likes of Edward and Sophie who had to give up their commercial enterprises if H&M get a "free pass".
Secondly, this idea that they will earn £££ from deals, speaking engagements and endorsements.
Commercial brands are very protective wrt who they associate with. Before this badly handled announcement yes, H&M's stock value was pretty high.
Now, I'd say it's less so. A lot of people (and not just in the UK but in the US and Canada also) think H&M have behaved very badly.
Their reputation has been tarnished as a large cohort of people now view them as selfish, disrespectful and petulant - not the attributes you want in a brand ambassador...
There are enterprises who will be happy to use their current notoriety no doubt, but I think it's debatable if you'll see H joining George Clooney flogging Nespresso - despite what H&M think, they simply don't have that level of "star power" and who wouldn't be wary of getting into bed with a couple who have so readily shafted the last last institution they worked with?
Equally as time goes on they will get less and less relevant. Unlike the power couples they seem to want to emulate they lack the intellectual gravitas and experience that makes people take notice of what these people have to say.
Had they handled this better then I think it might be different, but I'm not at all convinced that this is going to go to plan for them....time will tell.