I think it’s symbolic to her approach to everything- rush in, play acting at what you think the role involves, don’t listen to advice, get caught out for it…..so then try at something else you have no knowledge of/expertise in….rinse, repeat.
They clearly don't listen to advice because this is a classic case in point.
But the more you don't listen to advice and make absolutely basic mistakes the less credibility you have. It shows an utter lack of judgement and wilful disregard for sound business sense. This is why so many staff of theirs have left.
In turn this is then hugely off putting for future endeavours with others who don't want the negativity reflected on them either. It becomes a downward spiral.
Big but, I don't think they recognise this. If they did, they would have taken stock, taken advice, listened to it, acted slowly and surely to build on something tangible.
It really is supremely arrogant to assume that you know better than others with experience and credibility in the field that you are trying to break into. Even more so when they obviously have the resources currently to pay for sound business and strategic planning with all that involves. It's almost like a double whammy of stupidity.
If I was CEO of a lifestyle brand I'm afraid I would not entertain any business collaboration going on past performance to date. Wasted opportunities on a mega scale spring to mind.