Will Meghan Markle’s ‘As Ever’ Brand Survive Without Netflix Backing?

Netflix has officially stepped back from As Ever, leaving it an independent business solely controlled by Meghan Markle.

Following this, it’s natural for anyone to wonder whether the business will grow or die.

Well, here’s an expert with the answers.

Expert Brands Netflix’s As Ever Exit “Celebrity Brand Suicide”

After two seasons of ‘With Love, Meghan’ and a special, Netflix has decided to part ways with the Duchess of Sussex’s lifestyle brand.

While this is said to be a mutual decision, Eric Schiffer — the chairman of Reputation Management Consultants — believes it might deal a killing blow to As Ever.

“This is celebrity brand suicide in a cashmere apron,” Schiffer said, going on to describe the show that was supposed to power the lifestyle brand as a “Martha Stewart ripoff.”

“Losing Netflix on As Ever is a brutal backlash because the halo just got ripped off, and what’s left looks like another failed Montecito money grab,” he continued.

Even though Netflix wished Meghan all the luck in her future exploits, Schiffer compared it to Spotify dropping Meghan’s podcast just after one season.

Touching on Meghan’s previous failures, he opined: “The pattern starts looking like lethally unwise brand management. For Meghan, losing Netflix is the kiss of death to the pitch that prestige partners still see unlimited upside.”

According to Schiffer, the biggest problem is answering the important question about whether Meghan has any “real audience.”

“In network land, repeated breakups leave a repulsive scent,” he said. “She now carries the scent of high-maintenance disappointment, and that is rat poison when executives are already gun-shy.”

While her history might not exactly close every door, it would make it incredibly difficult to land an open one.

“If I were advising them, I’d amputate the empire fantasy and build one excellent repeat-purchase business that doesn’t need royal smoke machines,” the LA-based executive advised.

“They have to get out of the out-of-touch celebrity elitism bubble and make something people want more than they want to mock,” he concluded.

Even though Netflix has severed ties with her lifestyle brand, Meghan remains optimistic for the future. “We have an exciting year ahead and can’t wait to share more,” an As Ever spokesperson shared, shortly after it was revealed that Netflix has cut ties with the company.

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