Meghan Markle has a genuine fanbase as 'As Ever' brand finds its footing

A newly published opinion piece has taken a critical look at the Sussexes' commercial progress over the past two years, arguing that much of what gained them public attention came at the expense of the Royal Family rather than through the strength of their own ventures.

The piece and its author

The article was written by Alicia Liberty and published in the Daily Express. Liberty opened by acknowledging that Meghan does have a genuine audience, before swiftly tempering that observation.

"Nobody can deny there is clearly an audience for it," she wrote, before adding, "let's not pretend Meghan is the next Martha Stewart - the flop of With Love Meghan, proves that."

The royal mystique argument

Liberty went on to suggest that the foundation of Meghan's public appeal has always been tied to her royal identity rather than to the products or lifestyle content she produces.

"The original appeal was never really about the products themselves. It was about Meghan. More specifically, Meghan the Duchess, and what she actually gets up to state side."

She argued that stripped of that royal association, the As Ever brand faces a significant credibility problem.

"Without the royal mystique, As Ever risks looking less like a lifestyle empire and more like a very expensive hobby. And that's is a difficult position for any brand to be in."

A miscalculation of public sympathy

Liberty concluded her analysis with what she described as the couple's most significant strategic error.

"Perhaps the biggest miscalculation of all was assuming public sympathy would permanently remain on the Sussexes' side."