Meghan Markle urged to follow five-step plan for As Ever brand

Meghan Markle was urged to be cautious when it comes to promoting her new lifestyle brand as an expert issued a five-step plan for As Ever to succeed.

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Meghan Markle was urged to follow a five-step plan for her newly launched brand, As Ever, to succeed. The Duchess of Sussex officially launched her lifestyle brand on Tuesday, just hours after her Netflix show With Love, Meghan premiered. The release was met with mixed reaction, while several outlets gave the show scathing reviews.

As Ever, which was previously known as American Riviera Orchard, will sell spreads and pre-made baking mixes, which will be available in spring 2025, according to the website. Meghan's website said: "As Ever is more than a brand - it's a love language." The prices have not yet been revealed, but shoppers are invited to subscribe to a mailing list to "save your seat at the table" and get updates and offers.

Other products in the line include limited edition wildflower honey with honeycomb and flower sprinkles which Meghan uses frequently and refers to in her series.

It also includes herbal teas in hibiscus, peppermint and lemon ginger flavours and pre-made French-style boxed crepe mix and shortbread cookie mix with flower mix.

Now, an expert in retail marketing has warned the duchess that her brand needs "a clear identity and seamless retail experience" to succeed in today's saturated retail scene, as there is "little room for failure."

Sarah Montano, professor of retail marketing at the University of Birmingham, urged Meghan to follow a simple five-step plan, stating:

"Firstly, As Ever needs a clear brand identity, and the brand must stand for something evident. Brands such as Fenty from Rhianna (products for all skin tones) or Victoria Beckham (make-up products that perform and Victoria demonstrates and uses) have clear brand identities that enable them to stand out in a crowded market.

"Secondly, authenticity and believability. To succeed, we as customers will need to believe that either Meghan uses the product, spreading jam on her toast in the morning, or that the products reflect her own personal values.

"Thirdly, a social conscience. Many celebrity brands have a strong social conscience and are driving change. Rare Beauty (Selena Gomez) focuses on mental health and challenging stigma, Paul Newman’s brand donates all profits to charities and Rhianna’s mission is to get every tone on the map and challenge the lack of diversity in the beauty industry."

She added: "Fourthly, take advice from retail experts. Rhianna partnered with one of the world’s most significant retailers LVMH to launch Fenty and Kim Kardashian listened when the advice was to change her brand’s name.

"Finally, omni channel seamless operations. Today, customers are seeking seamless fulfillment in-store or online and so, As Ever will need an excellent supply chain and delivery operations. As Ever will need to ensure that they meet the very basic principles of retail – right product – right place – right time."

The academic concluded: "History shows us that retail is a challenge and being a star is no guarantee of success. The Sussexes will be hoping the TV show is a success and As Ever is forever, not whatever."

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