I also think there’s a major problem with Tala that is going to stop it growing beyond Grace’s following.
consumers who don’t care that much about sustainability will go to Gymshark etc. - brands they trust at the same price point. They won’t take a risk with a new brand that has a shit returns policy and tonnes of bad reviews.
The ones that do care won’t get Tala either because it’s simply not sustainable. It promotes hyper consumerism, imports from China, ships internationally and uses incredibly damaging materials like bamboo and produces micro plastics.
I think there’s a tiny groUp in the middle who maybe don’t know a lot about sustainable shopping so will buy from Tala thinking that will make a difference, but even then as that group gets more educated I don’t think they’d continue to shop at Tala. Also you have high street brands like Topshop, ASOS and H and M who have started green washing, so this group will probably just shop there because, again, new brand with bad reviews.
This is a problem that Grace isn't self aware enough to realise. If someone was GENUINELY interested in saving the environment/sustainability/veganism/anti-captalism-establishment, they would be promoting legit companies that do good and promoting NOT spending and consumption. Encouraging their legion of loyal followers to stop spending money, stop funding companies that harm the environment, to conserve, to save, to only purchase when necessary and to go to thrift stores/second hand, reduce/reuse/recycle etc etc etc. Not have someone create for you, multiple brands, multiple companies, factories, workers, all the deliveries and transport to do with all areas of manufacturing and business, create a highly planned scarcity/over consumption marketing strategy, promote young fans to empty their bank accounts, extremely regular launches/restocks/lines, buy the next product, the next app, the next band, buy buy buy.
The whole concept is built on "saved X amount of X because you didn't but it elsewhere".. what if you just didn't buy it though?! The demand is being created it's not being changed. It's like a friend saying, "can you lend me £50" and you say okay, then they say, "actually just make it £25" and you say, "eh.. okay", and then your friend runs around telling everybody they saved you £25.