Meghan Markle was warned by a PR expert after her brand, As Ever, oversold items during one of its recent launches. Last month, As Ever restocked some of its previously sold-out items while also launching two new products – an apricot spread and a new honey.
The collection quickly sold out in what was seen as a successful launch for the duchess. But she came under scrutiny when, a few days later, it emerged that some of her customers’ apricot spread orders were cancelled and refunded as it appeared the brand had oversold its products.
While several people praised the brand’s customer service and quick action when it came to refunding, others criticised her for giving them a sense of false hope.
This followed a similar incident with the brand’s honey from the first collection, which was also oversold to customers.
Now, a PR expert has issued a dire warning and said such a recurring incident could damage Meghan’s brand in the long run.
PR and branding specialist Natalie Trice, founder of Natalie Trice Publicity, claimed that overselling products sends a message of “poor planning” and “disorganisation” about As Ever.
She told the Daily Mail: “When people spend their money, and engage with a story or lifestyle, only to be let down at the point of fulfilment, it breeds frustration and scepticism.
“While occasional overselling can happen, particularly with unexpected demand or celebrity brands, doing so again so soon suggests lessons haven’t been learned.”
She also blasted the Duchess for sharing an image of herself picking apricots following the incident, dubbing it “careless at best”.
She said: “Meghan’s brand has potential, but consumer goodwill is a limited resource.
“If customers feel like an afterthought or are let down repeatedly, they’ll simply walk away, and the headlines will continue to overshadow the actual products and mission.”
Another expert was also critical, saying that Meghan leads with “image over execution”.
Evan Nierman, Founder and CEO of global PR firm Red Banyan, told the outlet: “From the name to the rollout, As Ever was packaged to feel polished and elevated.
“But when customers get apologies instead of products, the brand starts to look like just another vanity project that wasn’t ready for primetime.”
As Ever last week dropped its latest product, rosé, which sold out in less than an hour. So far, there haven’t been any reports of the wine being oversold.