Is As ever all over? Starting to feel like it.

[AtIusvue]

It’s been 14 hours since the launch of the 2024 Rose. Nothing has sold out. This is despite it being designed again as a scarcity drop, so it can’t be argued she’s finally got her stock levels right.

• As ever stated the wine launch going ‘live’ at on the 5th August. Language designed to get you to rush and buy. Just like all this SM shopping you get now.
• Meghan put out a message many hours ago, stating that they have so much more stock (sad clapback to stuff not shifting) but hurry and be quick because it’s selling fast!!! (It’s clearly not)
• This launch however, has attracted very little press compared to previous drops

The scarcity gimmick is already tired and because she’s been absent from SM for 2 months…save for a few stock images/videos- she’s lost any momentum she had. She’s putting in bare minimum and her customer base feel it. She’s checked out.

There’s been talk of another series of WLM 3 and Meg getting a new NF contract, but I think that is just to fill the void until she can get WLM2 out. At which point, we will find out if there is any truth in any further deals.

The reason why I doubt WLM3, is that for continuity, you would need the same venue. But the home is now being used to to host weddings etc, it’s no longer a private rental but one open to the public to rent. There’s no way Meg would film in that location now. In addition she would need to have gotten the go ahead already for WLM3 and be filming right now to be able to stick to a schedule. The fact that it isn’t already confirmed, it’s giving the signal that WLM is over (in addition to knowing NF deal is done)

Now if WLM is over, I don’t think she has the draw to pull people to As ever. She doesn’t engage with her fan base enough, she does the bare minimum of SM posts, which she hasn’t even achieved the last few months. The Shopmy page is dead too. This is why the new wine launch has barely registered and hasn’t sold out 14 hours later. Yes, there will be more stock but it’s been designed for a sell out so there won’t be huge numbers.

As ever I think will be slowly wound down. There will be WLM2, with maybe another 18 months of drops. Then like everything else, it will be dropped quietly. Everyone is starting to get a bit bored by the half hearted, very beige effort she’s put into her ‘business’ and have tuned out.

She will have to launch yet another version of herself very soon. We’ve had actress, feminist, activist, producer, philanthropist….now female founder. God knows what’s next!

Totally understood! 👍👍

It depends. That could account for all stock. It could include all pre-sale trials.
It could easily just be an arbitrary number - any company can start selling products at number 1M if they like. Unless you can see people post that they got 001 or 005 there's no proof of numbers of sales.

I'm sure I remember seeing that one of the 1st SS to post about receiving their package from the very 1st drop had a number in the high thousands.

Absolutely taking the piss! Just like The Cut article - it's very cleverly written though.

Thanks @vera99and@AtIusvue.
Whilst I admire the fact that Meghan appears to be trying to earn a crust , I just can’t see how As ever is going to generate the millions that she and H require to maintain their lifestyle.
I don’t profess to know much about setting up a business however DD2 has a side hustle ( rapidly expanding) and she is posting everyday on Instagram and is really on top of things and now generating a reasonable income.
How can As ever make money when virtually all the products have been out of stock for months .
I just don’t get it .

She talks about this apparent 'scarcity' marketing strategy in her pod cast with Tina Knowles - and her doubts about getting it right. Its deliberate but risky.

I doubt Asever will become a mainstream brand. There is a lot of scepticism around her and the brand, it doesn't have any USP. There is no transparency and it's all a bit murky, no acknowledgement of the producers etc. Not least of all some (or all?) of her customert/fan base are the poor sods who claim they bought her wine and will be mixing it with prosecco to make it last.

The only other celeb wine I can think of with the same global name recognition would be Cameron Diaz, (her USP is transparency and organic wine). Their launch inventory was 25,000 cases which did sell out, their first year growth was pretty impressive, Their labelling is unique, very different to anything else on the market. They are also transparent about their wine growers. Her and her co partner said they spent two years learning about wine before they started their brand.

I just can't see Meghan doing a similar thing with her brand.

I have a question about the Vogue review. It talks about the depth of colour in the wine but all the Instagram photos show a very pale colour. I assume it didn't photograph well?

I certainly haven't seen as many fans posting about ordering the wine this time around.

I think….its not so much that Sussex supporters froth about the RF, or that RF supporters froth about the Sussexes. It’s frothing about the fans really, on both sides.

Im not obsessed with H&M and don’t give them a huge amount of thought unless they’ve done something new. But I can’t bear their fans (who I think are delusional) telling us how wonderful they are!

It feels to me that Meghan likes the planning, excitement, hype, launch energy, reverential pr placed articles and attention more than she actually likes running the business day to day.

It's like constantly falling in love-the buzz, the enthusiasm the energy and then the day to day life just doesn't/can't live up to the initial euphoria so she moves on to something else that will.

The boring day to day is where successful businesses are made.

Show me a solid operations/logistics person and I will show you a good product business. IMHO, M's business lacks a solid operations/logistics person as evidenced by the issues reported in the media and by fans online.

You cannot PR your way out of an operations/logistics problem. Although it will provide entertainment to watch the attempt!

I think if you are aiming at lower/middle classes that this is a huge issue in US at this time.

If you aiming for 1 % at top - they still have the cash to splash - but oddly enough I don't think the brands been aimed there - for all the talk of exclusivity - I don't think they've targeted the elite.

I don't know if her bussiness is in trouble or if it's a start up that's getting to much publicty so looking like it's failing - the PR too much for the product base currently.

I too wonder if MrsMitford3 is right and she lost interest as it's not been the instant hit. I can't work out of that was the issue with the RF as well - that she expected to come in and take it over and be a instant hit no royal roasting brides get in press (and really shouldn't) after the fawning phase- or if she always planned to be heading back to US. It's odd as I think she put some graft into her acting career.

I don't think their PR is attractive to the elite. I'm not elite and I find it amateur.

I think she thought she could be the next Gwyneth Paltrow - only she's not prepared to put the research in, take the right advice and so it's all gone tits up. I can't be arsed with Gwyneth but in her defence, she's made a LOT of money from Goop because it's been a slow organic process of development. And she had the money to put in to get things started. Her worth is rumoured to be around $250 million.

Meghan is equally as unlikable as Gwyneth, but she hasn't got the wealthy bored housewife aura that GP manages with flair and ease. Meghan is a grifter, out of her depth and social set, and it shows.

But she could hire experts here and leave them to do it all?....unless of course she can't and her 'perfectionism' 'attention to detail' cause her to become controlling and run amock with the seagull school of management?

There are plenty of examples of celebs making a huge profit from consumer lines (Rhianna, Lady Gaga etc) - they are not up all night obsessing about packaging etc - they are hands off and instead getting on with what they are a celeb for in the first place and leaving the skilled marketing and business decisions to teams of experts .... but I suspect MM is arrogant, grandiose and delusional enough to assume she somehow innately has higher levels of skill and judgement than the leading business professionals in the field who have developed and aquired these skills over decades through experience and hard graft.

She actually had the huge opportunity for this to take off - although I think this should have been done years ago instead of spending that time tarnishing her own brand with brittle, bitter, malicious and vexatious media activities - she had the interest, trust, goodwill, hope and belief of many more people five years ago - now by her own actions she doesnt. Squandered.

Oh God - definitely! It's embarrassing.

It's either really inept, or very clever indeed in appealing to the daft demographic they are perhaps targeting.

Similar to the way phishing works - the emails/letters are deliberately crappy in order to weed out the more discerning people who will be more difficult to scam.

You could always make popsicles with it 😊

Are they rose petals in the lollies ? What happens when you get to them- soggy flowers in your mouth 🤮

What !!! 1). they look gross, and 2). alcohol doesn't freeze solid, so it is water and a drop of Rosé mixed in with a raspberry ?

I guess some of her customers will be happy with that idea of making the wine last longer 😀

Oh they're raspberries! On my phone so can't see clearly

I've done wine lollie ices many a time, sangria is a popular one as well as Buck's Fizz , but as its wine and fruit juice/water it's only for cheap wine or people with more money than sense.

She’s not allowed under that name unfortunately.

Faux republican!

They wouldn’t hesitate to use you as a raft! 🙄

Do you think Lilibet’s Closet will be making an appearance soon?.😲