Kim Kardashian is a well-known celebrity in Hollywood. She is a successful entrepreneur, and a beauty and fashion mogul.
You have to give it to her; the reality star and businesswoman is a total Rockstar for visualizing, investing, launching and dipping her toes in many skincare products, clothing lines, fragrances, and makeup.
September 03, 2022, 7:24 p.m. | RUMORVILLA STAFF | PHOTO CREDITS: Instagram @KimKardashian @skkn @skims | Muji
S K I M S P R O D U C T & M A R K E T I N G
Kim's SKIMS fashion and apparel line, launched in September 2019, produces and primarily promotes lingerie, loungewear, and shapewear for women. The skintight attire accentuates women's body shape and overall look with modern design and themed subtle colours.
For MARKETING, the SKIMS brand has selected a variety of ethnic women (White, Black, Asian, and more) with different body types (curvy, slim, etc.), fostering diversity and inclusiveness.
Kim Kardashian, age 41 years, born on October 21, 1980, a mom of 4 children with a net worth of 1.8 Billion USD, seems to be utilizing her fame and money on the right products - the products that she closely aligns with and suit her personality.
The question is, do her products work for everyone and is it the right solution?
In a recent study conducted by Avant Gynecology, skintight clothing poses an extensive danger to women's skin and blood circulation and causes stomach problems. So, why keep insisting on skintight clothing for women and invest further? Why not think outside the box? Why not produce something that maintains women's health? With money, power, and so much influence, one can change many things instead of following 70 years old trends.
S K I M S M A N U F A C T U R I N G
According to an internet source, yournextshoes.com, Kim's SKIMS manufacturing is done worldwide, such as in Turkey and Bangladesh, where the labour is cheap. Is the price of the product still justifiable?
S K I M S F U N D I N G ($$$)
As reported by Yahoo Finance on April 9, 2021, the SKIMS line is worth 1.6 Billion USD, funded by Imaginary Ventures and Alliance Consumer Growth. The funding is supposed to expand and explore SKIMS categories and global retail presence.
S K I M S S T R A T E G Y & P R I C I N G
Most SKIMS clothing is over $100, and it's not priced for individuals who barely make a living. In an article published by The Sun, a SKIMS fan claimed to have found dupes of SKIMS at an affordable price on Shein. It shows people are interested in buying the product but at a fair price. In times of inflation, only a loyal fan of Kim's would spend that much money and buy. Otherwise, does it make sense to spend $100 on a bra and underwear plus the shipping costs?
Clothing is one of the basic human needs, but how far is one willing to go to fulfil that demand and neglect the rest, such as debts, housing and food?
SKIMS's strategy appears to be targetting young, middle-aged women of different body shapes and ethnicity, probably who looks up to Kim's personality and are influenced by her. The brand can also explore creating something comfortable at an affordable price to expand its reach and build a customer base.
SKIMS is eager to establish itself as a luxury brand but is it there yet? If not, is it rushing to get there? Shouldn't the brand first focus on building a customer base, earning their trust and confidence in the brand and then focus on the skyrocketing pricing strategy?
M U J I
In contrast, if you look at other clothing lines like the Japanese brand Muji for example, and compare it with SKIMS, you'll notice Muji's central focus is comfort. One can buy undergarments for $13. How does Muji make it possible to have a controlled and budgeted price? It's probably cheap labour but also owning a customer's trust. Customers trust spending money on a reasonably priced product while meeting their other basic needs. If Muji decides to hike the product price, a loyal customer will highly likely back out.
S K K N B Y K I M
Kim Kardashian's new line SKKN was launched on June 21, 2022, and is a skincare brand that endorses a skincare routine with a ritual of nine products. The packaging of the bottles is well-thought in zen-like colours.
S K K N B Y K I M's P R I C I N G
The nine products altogether are priced at $775. Will you buy it? Is it worth it?
S K K N B Y K I M's E N D O R S E M E N T
Kim Kardashian is apparently endorsing the product and modelling for it. She also engages her family members in product promotions. Her mother, Kris Jenner, promotes the products via Instagram reels, videos, and more on her social media accounts. Several internet sources report that the brand is facing backlash from consumers. But why and where is the brand doing wrong? What do the consumers think about it?
First, Kim Kardashian should not endorse her brands or model for them. Why? Given the history, most of her fans and people worldwide are aware of how Kim and her family earned their fame and money through reality TV shows, which paints a picture in the consumer's mindset that she is here to make more money and maybe more greedy. Hence, the audience disregards the product before even trying it. On the other hand, Kim might have the opposite mindset, i.e., create a skin-healthy and vegan product. Therefore, despite her effort to be genuine, the negativity is taking over. Have you seen Dolce & Gabbana or Balenciaga creators in the advertisement of their products? No, right. There you go! The quality of such luxury branded products and the trust of their customers is enough for them to sustain themselves in the long run.
Kim and her family should stay out of the picture, and she should gain trust through her products. If the product is so great, the quality should speak for itself. She should base her SKKN By Kim's strategy on the perspective of genuine reviews. Bring a story behind the product. Promote the purpose of the product. What problem does it resolve? Has that helped anyone? Instead of investing in creating flashy websites, modelling, photographs, and content promotions on social, if the product quality can become the focal point, her product can be on the top.
Usually, when consumers visit Sephora's website and look at a product, what do they see? They scroll down to the first few comments from others. What difference has the product made for them? Is it worth buying? These type of strategies automatically convinces the consumer.
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