Meghan Markle needs to pivot as strategy causes 'confusion'

Meghan Markle has been slammed over her “lack of planning” when it comes to a strategy for her lifestyle brand As Ever.

Meghan launched the brand in March alongside her Netflix lifestyle series With Love, Meghan.

When it launched, As Ever’s products sold out in less than 30 minutes. The products included a raspberry spread in keepsake packaging, a raspberry spread without keepsake packaging, herbal lemon ginger tea, herbal peppermint tea, herbal hibiscus tea, her flower sprinkles, crepe mix, shortbread cookie mix with flower sprinkles included and a limited-edition wildflower honey with honeycomb.

The brand hasn’t restocked yet as it will release seasonal collections. As the website remains blank, a PR expert says the strategy will leave fans confused rather than waiting for more.

Renae Smith, founder and director of The Atticism, told the Express: "It’s not surprising people are mocking it. From a PR and brand-building perspective, the strategy feels a bit half-baked.”

"The initial drop clearly exceeded expectations; honey selling out in five minutes is impressive, but it also screams lack of planning. Honey is honey. It doesn’t take six months to source more,” she continued.

She argued: “If you didn’t expect to sell out, that’s a supply chain issue. If you did expect to sell out and this is part of the scarcity play, then where’s the plan to maintain engagement?"

Smith went on to note that a blank website serves to confuse and “doesn't work," advising Meghan Markle to restock or pivot” before her followers get fed up.