Meghan Markle's Brand Faces Criticism After Overselling Apricot Spread

Meghan Markle's brand, As Ever, faced criticism following a product launch that resulted in overselling. The Duchess of Sussex restocked popular items and introduced new ones, including an apricot spread and honey. The collection quickly sold out, mirroring the success of her initial launch. However, the brand came under scrutiny when some customers had their apricot spread orders canceled and refunded due to overselling.

A PR expert criticized the Duchess for missing an opportunity to connect with customers on a more personal level. While the brand handled the refund process efficiently, the expert noted the email lacked a warmer, more human touch, which was seen as a missed chance, particularly given the brand's values. The email to affected customers stated that due to high demand, the apricot spread order could not be fulfilled, and a refund would be issued. Customers were also promised priority access to the product when it was restocked, free of charge.

The expert acknowledged that selling out and offering refunds could be seen as a positive sign of strong demand. However, he emphasized that Meghan should avoid repeating this situation, as it undermines the authenticity she aims to establish. The As Ever brand focuses on home and garden values, and repeatedly failing to meet demand for a simple product like apricot spread contradicts this narrative.

The PR expert also commented on the possibility that the sellout could be a branding strategy. He suggested that this approach could be effective if the experience aligns with the hype. This requires clear communication from the start, indicating that the item is a small-batch, limited product, and encouraging early sign-ups.