Meghan Markle’s Dismissal of Economic Concerns Raises Eyebrows Amid Brand Launch

Meghan Markle’s Lifestyle Brand Launch Sparks Economic Debate

Meghan Markle, the Duchess of Sussex, has expressed confidence in her new lifestyle brand, As Ever, despite looming economic uncertainties. In a recent interview with Fortune magazine, Markle indicated that her products would appeal to consumers even as the economy faces challenges like President Trump’s tariffs and potential recessions.

Markle noted that all of her products are manufactured in the United States, minimizing concerns about tariffs directly affecting her brand. She stated, “At the moment, all of our products are currently made in the U.S., so we don’t anticipate tariffs affecting us directly. But as we look at the larger context of how this is going to affect the consumer day-to-day, I’m very grateful that in part of the conception of this brand, I wanted to create products that look more prestige but are more accessible and affordable.”

Consumer Comforts in Tough Times

Highlighting a common theme during economic downturns, Markle claimed that during times of recession, people look for comforts that can bring joy. “I think during any time of recession, people still want to find creature comforts, items that can bring them joy,” she added.

However, her remarks have been met with criticism. British royal expert Hilary Fordwich suggested that Markle’s comments are indicative of being “out of touch” with the economic struggles many consumers are currently facing.

Fordwich stated, “Her tariff comments were accurate as they are produced in the U.S. But particularly those regarding the recession were rather out of touch and dismissive. [They were] inappropriate given the broader economic struggles many of her fan base and others are facing.”

The expert further commented on the disparity between Markle’s views and the reality of her consumers. “She was right that during tough times people do seek comfort, but nonessentials are only for the wealthy in tough times. Such elitist comments are more likely to alienate average consumers.”

Initial Success and Product Availability

On April 2, consumers could purchase products from Markle’s lifestyle brand, and the company reported an inventory size in the tens of thousands. Despite this, many items, including a raspberry spread, teas, and baking mixes, sold out in less than an hour.

Markle boasted about the pricing strategy for her products, saying, “You’ll see the bulk of our SKUs are under $20. From our standpoint, certainly for me, even in the expansion of the brand, things should still feel accessible.”

Expert Opinions on Brand Strategy

Branding expert Doug Eldridge expressed skepticism regarding Markle’s understanding of the economic environment. He stated that relatability has never been her strength and emphasized the need for her to frame her products accurately.

He noted, “Meghan needs to remember that what she’s pushing are ‘wants,’ not ‘needs.’ In other words, she’s not pedaling batteries, eggs, or toilet paper; she is featuring discretionary items. The messaging and marketing need to be reflective of that reality.”

Eldridge added that while aesthetics are important, successful marketing requires addressing the economic context and demonstrating value. “Pretty is the first hurdle to clear, but then you need to make the pivot to underscore that even in uncertain economic times, there’s a pragmatic aspect to the goods, based on their price point and overall utility,” he explained.

Partnership with Netflix

Meanwhile, Markle remains optimistic about her brand’s future. According to Fortune, Netflix has committed as a key investor for As Ever, marking a significant step for the brand as it seeks global expansion. Markle and her husband, Prince Harry, are reportedly involved in a $100 million deal with the streaming service that began in 2020.

Markle recounted how her relationship with Netflix led to the development of As Ever’s product line. She shared, “[Bajaria] said, ‘You need to teach people how to do this,’ and from that moment she was very excited about the possibility of a show. I think because of how savvy my partners are, and certainly business-minded strategically, she said, ‘In addition to a show, you should talk to our consumer products division about a partnership.'”

Challenges Ahead

As Markle pushes ahead with her brand, questions remain about sustainability. British broadcaster Helena Chard previously expressed doubts about whether Markle’s celebrity status would guarantee long-term success. “There was no doubt Meghan’s products would sell thanks to her loyal fans,” she noted, adding, “but the question remains: Will there be continuous sales?”

Chard emphasized that Markle is stepping into an arena where her lack of culinary expertise might pose challenges. “Meghan is not a trained chef or even a professional foodie. She is playing a role,” she remarked.

The Changing Landscape of Media and Merchandise

Markle has experienced a dramatic shift in her public persona since marrying Prince Harry in 2018, culminating in their decision to step back from royal duties in 2020. The couple sought financial independence and relocated to California, where they are raising their two children, Prince Archie and Princess Lilibet.

In March 2024, Markle launched her lifestyle brand, initially named American Riviera Orchard. However, due to trademark issues, it was rebranded to As Ever in February. The Netflix series, With Love, Meghan, debuted shortly after, aligning with her brand’s focus on cooking and lifestyle.

Despite facing backlash, Markle seems undeterred. She believes in her vision, stating that returning to work allows her to connect her personal life with her professional endeavors. Her commitment to balancing home life with work has driven her to develop a brand that resonates with her experiences.

As As Ever grows, the question remains whether Markle can maintain consumer interest as her brand evolves. The success of her lifestyle brand may depend on how well she navigates the challenges economic realities present while engaging with a diverse consumer base.

Moving Forward with Confidence

Markle appears determined to embrace her brand’s journey despite any criticisms or market uncertainties. As she continues to share her work with audiences, Markle’s approach signifies a blend of resilience and ambition, as she aims to create a lasting impact in the lifestyle market.

New episodes of With Love, Meghan are set to premiere in the fall, while the highly anticipated jam priced at $9 is listed as “coming soon” on the As Ever website. Whether her brand will thrive or encounter setbacks remains to be seen, but Markle’s commitment undoubtedly fuels her mission ahead.