PR experts question brand strategy as products sell out again—leaving fans frustrated
Despite another rapid sellout of her lifestyle brand’s products, Meghan Markle is facing criticism over the way she’s managing As Ever’s growth—particularly from PR and branding experts who say the Duchess’s strategy may signal a lack of confidence in her own offerings.
On June 20, As Ever restocked its much-hyped line of goods after the first batch sold out within minutes. The second round repeated the pattern, with products once again vanishing quickly from online shelves. But rather than being seen purely as a success, experts suggest the approach may be intentionally cautious—and potentially problematic.
PR expert Mark Borkowski told Newsweek, “Nobody wants to be left with a load of stock you can’t shift. So it shows, to a certain extent, a lack of confidence in their own product.” He argued that if Meghan truly believed in the product's long-term appeal, her team would ramp up production accordingly.
Borkowski added that the repeated limited releases give the impression the team may be “still unsure” about the product’s staying power—even amid sellouts.
Brand expert Nick Ede echoed similar concerns, questioning the scale of the inventory that sold out so quickly. “They’ve said they increased the inventory 10 times, but you wonder how large that inventory actually was,” he noted. “As a customer, you want to go on the website and actually buy the product—not just be told it’s gone.”
While creating scarcity can drive hype, critics say the continued low supply risks frustrating loyal customers and undermining the brand’s credibility. For Meghan, whose post-royal ventures are under constant scrutiny, this approach may walk a fine line between exclusivity and uncertainty.
