The creator of a clothing brand reveals the amounts he paid to influencers [Video]

In a video that runs widely on social networks, and published on TiKTok, the creator of a clothing brand reveals that he lost 400,000 euros, in particular by paying very large sums to influencers who brought him very little...

Totally unknown to the public until now, the streetwear brand Bad Mood Paris has offered itself a very special publicity stunt. Its founder has indeed created a very big buzz by detailing through a video how his project had turned out to be a flop, to the point of having caused him to lose nearly 400,000 euros. The video, presented as “a tutorial for not losing 400,000 balls”, begins with a small chronology of events, in which its author claims to have launched his idea in January 2020 and was finally able to materialize it a year later. To hit hard, he explains that he and his team have invested several hundred thousand euros in order to manufacture and rent a room to store the goods, offer beautiful packaging but also carry out an advertising campaign with influencers all counting more 150,000 subscribers on their networks… A project that unfortunately did not bear fruit!

45,000 euros for Michou, 22,000 for Nabilla

It is then that he will reveal the amounts spent to convince a large number of influencers (reality TV candidates, youtubers, artists, etc.). Thus, for a post and a story with a hoodie from his brand, he agreed to pay 45,000 euros to Michou, 22,000 to Nabilla and 2,500 to her husband Thomas, 17,000 to Jessica Thivenin and 8,500 to her companion Thibault. Garcia. He also says he has called on rappers – such as Koba LaD – without saying this time how much he gave them. Then comes the time to take stock, and, almost a year later, the brand has only brought in nearly 84,000 euros (for a total of 901 orders), a sum far from its basic investment. With the Nabilla code, he reveals that he won 2,349 euros, 10 times less than what was paid to him, while for Michou, it allowed him to win 4,686 euros. A flop that pushes him today to sell the remaining 80% of the stock at knockdown prices, otherwise he will donate it to associations or be forced to throw it away, and which obviously makes Internet users react widely. The latter have in particular sought to understand the reasons for this failure, some pointing out with great humor the name or the simplicity of the designs, especially since a set of tracksuits was sold for around 185 euros. The leaders of this clothing brand, who relied on the strength of influencer networks, pointed to the lack of power and performance of these web personalities.