I totally agree with you both. I think she relies heavily on hype generated from social media. Which is why I think it was a mistake her wiping out her YouTube channel. People are slowly going to start forgetting about her, and therefore her brands. I’ve personally never bought TALA, as she launched it just as I was losing interest in the gym But I’m glad I didn’t because I rarely see a good review from people who aren’t either paid, or are friends of Grace and have clearly been gifted. When she launched she touted it as this sustainable brand too, which it clearly isn’t, it’s just like any other brand, so I don’t think she’s even going to be able to rely on that angle anymore.I think you're bang on. She has been promoting TALA on her story almost every day, something which she never used to do. At the peak of its hype I think she got a bit cocky and thought it was already a self-sufficient brand so she started stepping back as the face of it - and got a rude awakening when the hype inevitably started to die down. I think the poor performance (both in sales and reviews) on ASOS says it all. When the clothes are on the mass market, people who aren't bothered about supporting a #girlboss aren't going to put up with poor quality and fit, unlike her fans/followers who might be willing to overlook those flaws.
I probably am reading too much into it but they're advertising roles for Finance Manager and Head of Growth at the moment, so perhaps they're scrambling to get some expertise in.