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Meghan Markle’s latest Netflix setback is the “kiss of death” for her future brand deals, according to an expert.
Eric Schiffer — the chairman of Reputation Management Consultants — exclusively spoke with Page Six after we revealed that the streaming service has cut ties with Markle’s As Ever lifestyle brand.
“This is celebrity brand suicide in a cashmere apron,” Schiffer said, dubbing Markle’s “With Love, Meghan” series — which lasted just 2 seasons before being cancelled — a “Martha Stewart ripoff.”
Meghan Markle’s latest Netflix loss is the “kiss of death” for future projects, according to a brand expert. Getty Images for TIME
“This is celebrity brand suicide in a cashmere apron,” Eric Schiffer told Page Six Friday. JAKE ROSENBERG/NETFLIX
“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.
The LA-based exec said that Netflix distancing from Markle is similar to the way Spotify ultimately ended its deal with the Duchess of Sussex and Prince Harry.
“The pattern starts looking like lethally unwise brand management,” he said, adding, “For Meghan, losing Netflix is the kiss of death to the pitch that prestige partners still see unlimited upside.”
The expert believes there are signs of “unwise brand management.” JAKE ROSENBERG/NETFLIX
“For Meghan, losing Netflix is the kiss of death to the pitch that prestige partners still see unlimited upside,” he said. AP
When asked how this latest hitch will affect Markle’s future partnerships, Schiffer said that Hollywood buyers should question whether Markle, 44, has a “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 Schiffer said that her deal history “doesn’t close doors,” he claimed it can hurt her leverage.
Markle may have a harder time with leverage in future deals. JAKE ROSENBERG/NETFLIX
“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 said. Netflix
“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,” Schiffer offered.
“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.
As Page Six exclusively reported on Friday, Netflix will no longer be creating new projects with Markel’s As Ever company.
Markle and Prince Harry signed a $100 million deal with Netflix. BACKGRID
Page Six revealed that the streaming service cut ties with Markle’s As Ever brand. Getty Images for Project Healthy Minds
“Her show did not go on so it did not make sense to continue the partnership,” an industry source exclusively said, referring to her homemaker show.
We’re told Netflix and the duchess will continue their mutually supportive relationship, adding: “We can expect to see seasonal specials of ‘With Love, Meghan.’”
Netflix said in a statement that they are “glad to have played a role in bringing [Markle’s] vision to life.”
“As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently, and we look forward to celebrating how she continues to bring joy to households around the world,” the statement said.
A rep for As Ever told us that the Goop-esque brand is “ready to stand on its own.”
Markle’s show, “With Love, Meghan,” was canned after two seasons. JAKE ROSENBERG/NETFLIX
Markle and Harry still have other Netflix projects in the works. Netflix
“As Ever is grateful for Netflix’s partnership through launch and our first year,” they said.
The “Suits” alum and the Duke of Sussex scored a $100 million deal with Netflix after quitting their royal duties in 2020.
Under the lucrative contract, they released several projects, including a 2023 tell-all docuseries, “Harry & Meghan,” which was a huge success. However, their “Polo” documentary and “With Love, Meghan” came up short.
Page Six reported that their book adaptations are currently in limbo. Archewell Foundation via Getty Images
The couple was previously dropped from Spotify. Getty Images for W+P
While Netflix is no longer moving forward with an As Ever partnership, the company is still working with Markle and Harry on several other endeavours, including adaptations of the books “Meet Me at the Lake” and “The Wedding Date.” The former was bought by Netflix for around $3 million.
Page Six revealed this week that both projects are stuck in limbo, with one Hollywood source telling us, “Three years in development for a movie like this at Netflix isn’t good.”
On top of that, the Sussexes’ doc, “Cookie Queens,” has yet to be bought by a distributor or streamer, despite debuting at the Sundance Film Festival in January.
Page Six has reached out to Markle’s rep for comment.