Instagram star reportedly could not sell 36 t-shirts to 2.6 million followers: ‘The influencer bubble bursts’

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Passionate social media commenters recently an example of an Instagram influencer of whom the hope of starting an online fashion brand was interrupted when her 2.6 million followers failed to purchase the minimum number of t-shirts required for the start of a collection. The news led to a discussion about the power of marketing and branding in the era of digital fame, with one Twitter critic going so far as to wonder whether the “influencer bubble bursts.”

In the past few days, Instagram influencer Arii allegedly took the platform to share the bad news with fans that her fashion line would not be launching on schedule, BuzzFeed News reports. According to the outlet, the 18-year-old social media personality complained that no one “kept their word” in promising to buy her goods, and the clothing company that she had worked with pulled their agreement as she was not able to sell at least 36 t-shirts for the launch of the line.

Arii attends the Beautycon Festival LA 2018 at the Los Angeles Convention Center on July 14, 2018 in Los Angeles, California.


Although her post has since apparently deleted from her feed, and Arii has disabled comments on all of her Instagram posts of the press at the time, Twitter user @Kissmyelite managed to get a screenshot of the influencer reported post before it was taken down.

“Unfortunately the company that I work for is on the basis of the first drop sell. To make them to order, and the making of my products (even to keep working with them) I have to sell at least 36 pieces,” the social media starlet supposedly wrote, online. “But I got such a good response that people would buy.”

“No one has kept their word, so now the company not to send the orders to the people who actually bought, s— and it breaks my heart (don’t worry you will get a refund),” she would continue.

Although she felt frustrated, Arii to the conclusion that the lesson was a “wake-up call to work harder for what I want” and that they take the time to make the vision for her brand, moving forward.

Commenters, meanwhile, expressed skepticism about the real life of the commercial press of influencers in a wider sense.


“The influencer bubble is bursting. This young lady has more than 2 million followers, and could not sell 36 shirts” @Kissmyelite argued. “Focus on real engagement and not followers [cause] they ain’t gonna buy a thing.”

“Look at her feed us her product line. These are not even close to the same aesthetic,” another pointed out, sharing a screenshot of her “Era” designs. “If you can’t imagine her wearing one of these, why would her followers?”

“Instead of flying [makeup artist], and a photographer should have [gone] with other designers and asked people what they think,” another agreed. “I just have the feeling that she has her money in all the wrong places, and to realise that it’s a cold world here, and you need the HEAT.”


“The truth is that her followers are not her customers. Understand that actually buy from you and what they will buy is an important business lesson,” a sage user is echoed. “It is a hard business lesson, and I think that the idea that social media helps you take a shortcut in order to understand that is crippling for a lot of people, especially the influencers.”

“That’s the thing also. People think that just cuz they have a lot of followers, people buy what they are selling and that is not always the case” @Kissmyelite agreed.

Others wondered why Arii had not promoted the collection on her own Instagram page, while another joked that the call itself was “a diploma in marketing and branding.”

Arii not immediately return Fox News’ request to comment on the clothing line.

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