Expert says Duchess used ‘scarcity principle’ to build buzz around lifestyle brand
Meghan Markle has been praised for a strategic marketing move following the surprise launch of her lifestyle brand, As Ever. According to an expert, the Duchess of Sussex cleverly used a classic consumer technique to drive interest and demand.
On April 2, Meghan unveiled a limited batch of products on her As Ever website — which sold out within an hour. “Our shelves may be empty, but my heart is full!” she wrote in a message celebrating the rapid sell-out.
But according to Professor Pauline Maclaran, a Marketing and Consumer Research expert, the quick success may not have been entirely unexpected. Speaking to The Mirror, Maclaran said Meghan appears to have employed the “scarcity principle” — a strategy that builds desire by offering limited availability.
“Of course, we don’t know how many products there were in the first place,” she noted. “But it seems to me quite a good branding strategy… She’s whipping up demand through the idea that the products are something to prize.”
The expert added that the sell-out status will likely keep potential customers on alert for restocks, creating anticipation around the next release. “People will be on tenterhooks following when she is going to announce there’s more,” Maclaran said.
Overall, the move has been seen as a promising start for As Ever, with the launch reinforcing Meghan’s branding savvy and ability to generate public interest in her ventures.
