Meghan Markle's much-anticipated return to the retail scene has drawn significant attention, though not all of it has been favorable.
Last week, her lifestyle brand "As Ever" launched with a curated collection of artisanal products, and within just 30 minutes, reports claimed the items had sold out across the United States. Meghan expressed her excitement on social media, writing, “We’re live! Come shop the As Ever collection I’ve poured so much love into—so excited to share this with you.”
Despite her enthusiasm, the swift sellout has sparked skepticism. While the launch appeared to be an overwhelming success, industry insiders are beginning to question whether the rapid disappearance of products was genuine or a deliberate marketing tactic to manufacture scarcity and generate buzz. Some suggest that this strategy is commonly used to create a sense of exclusivity and urgency among consumers.
The As Ever store features a selection of upscale items, including jars of honey priced at $28, fruit spreads at $14, herbal teas at $12, and edible flower sprinkles for $15. These relatively simple products, priced far above supermarket alternatives, reportedly sold out in record time. However, experts are casting doubt on the authenticity of the demand, suggesting it may have been a strategic maneuver to create hype. One source, speaking to The Telegraph, claimed the sellout appeared orchestrated, noting that it’s a widely used marketing trick to simulate demand for new brands.
The source elaborated on how many brands today adopt a made-to-order approach to manage production costs and reduce waste. This involves limiting the quantity of products during the initial launch to gauge interest, and then scaling production accordingly. Such a model allows companies like As Ever to assess consumer interest without making substantial upfront investments. Once the first batch sells out, the brand can collect data from those who expressed interest and plan the next steps. While this approach may be financially sensible and more sustainable, critics argue it lacks transparency and can mislead consumers into believing the brand is more successful than it actually is.
Adding to the controversy is the revelation that As Ever's sales are being handled by a U.S.-based fulfillment company, Snowcommerce. This decision has raised red flags, especially considering the company's troubled track record. Reports from the Daily Mail highlight numerous customer complaints about delayed deliveries, incorrect orders, and unresponsive customer service. Online forums are filled with negative reviews, with one dissatisfied customer warning others to avoid any company associated with Snowcommerce. Another accused the company of charging for items that were never delivered and failing to provide a resolution. With a one-star rating on the Better Business Bureau's website, Snowcommerce’s reputation has only deepened concerns surrounding Markle’s brand.
Compounding these issues is the legal trouble Markle encountered when first attempting to trademark the name "As Ever" in 2022. Her application, which covered a range of product categories including clothing, was initially rejected by the U.S. Patent and Trademark Office due to its similarity to a name already used by a Chinese discount retailer. Although she later amended the application to exclude clothing and secured approval earlier this year, some legal experts warn that future trademark challenges may still arise.
Despite these hurdles, Markle continues to promote luxury fashion through affiliate links, earning commissions on high-end items such as $600 Saint Laurent sandals and £1,000 designer gowns. This business model has only fueled further debate about whether her commercial ventures align with the image she projects publicly.
