In a new interview this week, Meghan Markle claimed that the U.S. is currently in a “recession.” Unfortunately for her, however, this comment is blowing up in her face. Indeed, experts are saying that Meghan’s latest comments about the economy show just how “out of touch” her lifestyle brand As Ever truly is.
Meghan Sounds Off On Economy, Recession
While being interviewed by Fortune magazine, Meghan dismissed any concerns that the current trade disputes could negatively impact her As Ever brand.
“At the moment, all of our products are currently made in the U.S., so we don’t anticipate tariffs affecting us directly,” said Meghan, 43. “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.”
“I think during any time of recession, people still want to find creature comforts, items that can bring them joy,” the wife of Prince Harry continued.
Royal Expert Fires Back
Royal expert Hilary Fordwich, however, was not having any of this. She fired back by claiming that Meghan’s economic remarks show how “out of touch” she is.
“Her tariff comments were accurate as they are produced in the U.S.,” Fordwich told Fox News. “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.”
“She was right that during tough times people do seek comfort, but nonessentials are only for the wealthy in tough times,” Fordwich explained. “Such elitist comments are more likely to alienate average consumers. Albeit her supporters [make up] the majority of her consumers, but the likelihood that her comments resonated with them, in terms of reality, is unlikely.”
Related: Meghan Markle May End Up a Successful Businesswoman After All
PR Expert Weighs In
Products from Meghan’s As Ever brand first went on sale on April 2. Her products include a raspberry spread, teas and baking mixes. However, they have been widely panned for the high prices that they’re being sold for. Meghan herself has claimed to not be phased by this.
“You’ll see the bulk of our SKUs are under $20,” Meghan said in response to the backlash. “From our standpoint, certainly for me, even in the expansion of the brand, things should still feel accessible.”
Doug Eldridge, a branding expert and the founder of Achilles PR, gave his thoughts as well. He stated that he wasn’t surprised by Meghan’s economic comments. Indeed, Eldridge pointed out that “relatability has never been her strong suit.”
“Meghan needs to remember that what she’s pushing are ‘wants,’ not ‘needs,’” he argued. “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.”
“‘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.
Related: Meghan Markle’s ‘Ever After’ Launch Blows Up After She’s Forced To Issue Apology for Unfilled Orders
Word Of Advice For Meghan
Eldridge feels that if we are about to enter a recession, Meghan and As Ever may be in trouble.
“If Meghan is going to be financially successful in what could be the early stages of a global recession, then she needs to maintain message discipline because she doesn’t have the preexisting brand loyalty in place that other non-essential companies depend on to weather the proverbial storm during lean economic times,” he concluded.
Perhaps if Meghan wants to find success to find success in the lifestyle world, she should take a page out of the British royal family’s playbook and refrain from commenting on political issues. This includes the economy.
It will certainly be interesting to see if As Ever is actually a longterm success for Meghan!
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