FridayOL

Meghan Markle's venture into the lifestyle market, 'As Ever,' is reportedly facing significant challenges, according to a recent source. After a rebranding from 'American Riviera Orchard' earlier this year, the company, co-founded with Prince Harry, is said to be struggling despite substantial investments in public relations. The claims suggest a costly PR push hasn't translated into the desired business success, leading some to describe the situation as a 'disaster.'

From American Riviera Orchard to 'As Ever': A Shift in Strategy

Markle initially launched her lifestyle brand as 'American Riviera Orchard' in February, aiming to evoke a sophisticated, Californian aesthetic. The name itself was intended to capture a sense of elegance and exclusivity. However, just weeks later, the brand underwent a swift and unexpected rebranding to 'As Ever.' While the change was presented as a refresh, insiders now suggest it was part of a broader effort to salvage a struggling business.

Millions Spent on PR: A Costly Gamble?

The source claims that 'millions' have been spent on public relations campaigns to generate buzz and awareness for 'As Ever.' These efforts included collaborations with influencers, targeted advertising, and media outreach. However, despite these significant investments, the brand has reportedly failed to gain significant traction or achieve the projected sales figures.

What’s Being Offered?

Currently, 'As Ever' offers a limited selection of products, including a signature candle and a hand cream. These items are priced at a premium, reflecting Markle’s brand positioning. The website also features a subscription service, offering exclusive access to new products and content.

Challenges and Concerns

Several factors may be contributing to the reported difficulties faced by 'As Ever.' The luxury lifestyle market is highly competitive, and establishing a strong brand identity requires more than just a celebrity name. Furthermore, the association with the Royal Family, while initially beneficial, may have also created certain constraints and expectations.

The Future of 'As Ever'

The claims of financial struggles raise questions about the long-term viability of 'As Ever.' Markle and Prince Harry have built a business empire based on their personal brand, and the success of 'As Ever' is a key component of that strategy. It remains to be seen whether they can overcome these challenges and turn the brand around. The situation highlights the complexities of building a successful lifestyle brand, even with the backing of high-profile figures. Whether Markle can adapt her strategy and regain momentum in the competitive market will be a crucial test for her entrepreneurial endeavors.