Meghan Markle's As Ever brand has been accused of “using royal connections” to help boost sales during a discussion between a branding expert and a lawyer.
The company was also claimed to be a "failure" in the damning verdict after numerous product launches sold out almost immediately after becoming available.
The brutal analysis was delivered by Canadian lawyer Phillip Millar and Californian marketing executive Camille Moore, who have advised top brands such as Dior, Mercedes-Benz, L’Oreal and others.
Meghan was accused of spearheading the “worst brand execution to date” by Moore while speaking on The Art of the Brand podcast.
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|Meghan Markle has been accused of 'using royal connections' to boost sales of her brand, As Ever
“I feel like she's doing such a brutal or good job, depending on how you're looking at it, of getting this like free PR and then absolutely s*****g the bed,” the marketing expert despaired.
Millar agreed, suggesting As Ever was merely a way of “maximising the value from her fame that came from Suits and being a part of the Royal Family”.
"They're just milking that for everything they can.
He added: “You can make short-term money from it, but it's not a long-term strategy.”
Recently, a row erupted after it emerged Meghan has signed off a gift card with the message: "With the Compliments of HRH The Duchess of Sussex".
Consternation was caused as it had been agreed that, despite maintaining the title, Meghan and Harry would not use HRH in commercial or public settings after stepping down as working royals in 2020.
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|The branding expert and a lawyer were scathing in their analysis of As Ever's first months doing business
The Sussexes argued that, as the title was only used on a private card, no rule had been broken.
“Her brand should be I'm a disruptor. I go into TV. I make noise. I go into the Royal Family. I make noise. She should brand herself as a rebel, but she's not consistent with what she is,” the lawyer advised.
While blasting As Ever for its alleged failings, he claimed: “They're not executing anything well on any show on anything.”
A particular source of ire for the pair was the repeated scarcity issues among As Ever’s product ranges, which has seen them repeatedly sell out within hours of becoming available.
Most recently, Meghan’s new Napa Valley Rosé almost immediately became unavailable on the site due to overwhelming demand.
As Ever
|The pair also criticised As Ever's products repeatedly selling out in mere moments after becoming available
“Confectionery scarcity doesn't matter,” Millar fumed.
Meghan has previously acknowledged the stock issues at As Ever, reflecting on her podcast, Confessions of a Female Founder, that the "scarcity mentality at the beginning might be a hook for people", likening it to "a sneaker drop".
However, she tempered this excitement with the worry it could become "annoying" for customers.
"I don't want you to eat that jam once every six months. I want that to be on your shelf all the time,” she explained.
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|As Ever has proved popular with its audience, with long promised restocks also selling out in hours
Meghan then assured her team would work hard to make sure As Ever was "completely stable and we have everything we need" ahead of future launches.
Even still, products continue to sell out extremely quickly which may also suggest As Ever has won over a loyal customer base. Late last month, a restock of some of As Ever’s core products including apricot spread and honey sold out within 10 minutes of going live.
“We spent so much time making sure we had SO much more inventory,” Meghan glowed in an Instagram video reacting to the news.
"It's why we took the time and you guys are doing it again! We're nearly sold out on everything, and I can't believe it. Even flower sprinkles," she beamed.
Since, As Ever has taken to sharing images on social media of fans enjoying the products, from the newly delivered wine to the now famous flower sprinkles.