By advertising, promoting, and/or wearing low inventory merchandise, an illusion is manufactured to deceive investors & customers into supporting a failing celebrity brand. This illusion is meant to deceive consumers into believing that "sold out" equates to popular & profitable.
Meghan Markle borrowed & modeled low inventory fashions and out of season designer clothing. Her "friends" purchased the remaining stock therefore causing the scarce inventory to quickly "sell out" which created The Meghan Effect.