Amidst the swirling chaos surrounding her lifestyle brand, As Ever, the Duchess of Sussex, Meghan Markle, has taken a significant step back, surprising many with her decision to halt sales until next year. Since its launch last month, As Ever has experienced a surge of initial success—products like wildflower honey and edible flower sprinkles sold out in mere moments. However, as consumer excitement quickly metamorphosed into frustration, reports confirm that nearly two months later, items are still marked 'sold out’.

This puzzling retail strategy has led to speculation that Markle might be employing the classic marketing tactic of creating artificial scarcity to inflate perceived demand. Yet, as the weeks drag on with no restocks in sight, some critics point to a more chaotic underbelly to the brand’s operations. In a recent interview with Fast Company, the Duchess asserted her desire to take a moment to gather feedback and insights from the initial launch before deciding on what direction As Ever will take. She stated, "The easiest thing to do would have been to simply restock the products... but I want to really focus on the hospitality angle of As Ever." However, this has left some potential customers bewildered about the brand's future offerings, which could shift towards hospitality items such as tableware and cookbooks.

The evolution of As Ever itself has also been anything but smooth. Originally launched as ‘American Riviera Orchard’, Markle was compelled to make the abrupt name change after her trademark application was rejected on geolocation grounds. While she later distanced herself from the old brand name, labelling it a ‘word salad’, this transition hints at the ongoing struggle for identity and concept clarity within the company.

This latest development plays into a broader narrative about the unconventional trajectory of Meghan and Prince Harry since stepping back from royal duties. There are suggestions that the couple's commercial ventures, especially As Ever, echo existing royal traditions—King Charles III’s own luxurious, sustainable product line, for instance. Both brands offer premium goods aimed at a discerning consumer base, blurring the lines between royal heritage and commercial independence.

Moreover, Harry's recent ventures, such as his surprise trip to China to promote sustainable tourism through his initiative Travalyst, suggest that he too is carving out new business connections as a complement to Meghan’s lifestyle aspirations. This development may not just be a sibling's supportive act, but rather a strategic means of maintaining influence and financial stability in a highly competitive market.

As the Sussexes navigate these turbulent waters, Markle's I-want-to-do-it-my-way attitude appears to resonate with both admirers and detractors alike. While some view her as a powerful figure embracing her independence, others interpret these moves as overly optimistic or even naïve in the face of stiff market realities. With Netflix entwined in this venture through a lifestyle series featuring the Duchess, the stakes are higher than ever. Observers are left questioning not only the viability of As Ever but also the very future of the couple's joint business pursuits.

The ongoing saga of As Ever raises pertinent questions about the challenges of brand management in the public eye, especially for those trying to step out of the long shadow cast by royal associations. With a landscape rife with expectations—both of success and failure—one wonders whether Meghan Markle can adeptly pivot from this early turbulence to realise the vision she has outlined for her lifestyle brand.

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Source: Noah Wire Services