xAnts

Meghan Markle's 'As Ever' Brand Under Fire: A Damning Assessment from Industry Insider

The highly anticipated launch of Meghan Markle's new brand, 'As Ever,' has been met with a wave of criticism, with industry experts questioning its concept and execution. Leading the chorus of disapproval is Canadian lawyer Phillip Millar, who delivered a blunt assessment, calling the brand “awful” and suggesting it represents one of the worst launches he’s ever witnessed.

Millar, known for his expertise in brand strategy and intellectual property, didn't mince words in his critique. He pointed to the unclear positioning of 'As Ever,' a lifestyle brand encompassing everything from cashmere sweaters to stationery, as a major flaw. Many observers agree, noting the lack of a cohesive narrative and the absence of a clearly defined target audience.

What's the Problem with 'As Ever'?

The criticism isn't solely about the name itself, though the somewhat generic and unremarkable moniker has also drawn its share of ridicule. More fundamentally, analysts believe the brand lacks a compelling story and a strong identity. In a market saturated with lifestyle brands, 'As Ever' struggles to differentiate itself. The initial product offerings, while seemingly high-quality, haven’t resonated with consumers, and the marketing campaign has been perceived as lackluster and unfocused.

“It’s difficult to see how this will succeed,” Millar reportedly stated. “It’s just… awful.” His comments have sparked a wider debate within the fashion and branding communities about the challenges facing celebrity-led businesses.

The Pressure on Meghan Markle

This is not the first time Meghan Markle's ventures have faced scrutiny. Her previous business endeavors, including the now-defunct lifestyle blog ‘The Tig,’ have also been subject to varying degrees of criticism. The pressure on Markle to succeed in the business world is immense, given her high profile and the expectations that come with it.

Experts suggest that Markle needs to refine her brand strategy, focusing on a more specific niche and crafting a compelling narrative that resonates with consumers. Simply relying on her celebrity status may not be enough to sustain long-term success in the competitive lifestyle market.

Looking Ahead: Can 'As Ever' Be Saved?

While the initial reaction to 'As Ever' has been largely negative, it’s not necessarily a death sentence. Brands can pivot and adapt. However, substantial changes are needed to address the core issues of unclear positioning, lack of a strong identity, and a weak marketing strategy. Markle and her team will need to listen to the feedback, reassess their approach, and potentially undergo a significant rebranding effort if they hope to turn 'As Ever' into a thriving business.

The future of 'As Ever' remains uncertain, but one thing is clear: Meghan Markle faces a significant challenge in establishing her brand in the crowded and demanding world of lifestyle commerce.