Influencer-Led Apparel Brands Seemed Like the Future, but Execution Is Proving Complicated

The closure of Julia Berolzheimer's Gal Meets Glam Collection raises questions about the model

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Julia Berolzheimer, arguably one of the world’s most successful influencers with 1.2 million Instagram followers, started her brand, Gal Meets Glam, as a personal style blog while she was still in college. Within a few years, it transitioned to a full-blown content business. And in early 2018, it expanded with the launch of Gal Meets Glam Collection, a clothing line initially focused on dresses.

The project, Berolzheimer said, was over three years in the making. Once the collection dropped in April 2018, it appeared to be an instant success, with items selling out within hours.



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