Kim Kardashian: Demise of a Brand
Several years ago I was working on a project for a client who was looking to get their brand into the hands of willing celebrities to announce their official launch. So I coordinated with an old client who was able to help with a few relatively unknown, but up and coming celebs, who would give us the anecdotal, ‘Oh, you caught me off guard while buying this great new brand,’ shot. It was 2008 and among those willing up-and- comers was Kim Kardaishian. Her Calabasas, California clothing store, Dash, had been open for 2 years, and she was soon to compete on Dancing with the Stars, but her celebrity status was just starting to emerge, and she was willing to take an unpaid gig for a friend.
Admittedly, I didn’t know who she was, and I wasn’t overly impressed with her style from the picture submitted, but our client was happy and that was all that mattered.
So the press release went out, sales came in, and life went on.
Then something happened in 2009, and that same girl that I was so unaware of, was suddenly everywhere. From clothes to shoes, jewelry, cupcakes and diet pills (yes, she endorses both sugary sweet deserts and the diet pill to counter act them!) to nail polish and more, Kim Kardashian has successfully planted her face on just about every product that will take it.
Here’s a quick list of where you can find her bold brows and pursed lips touting a product’s value:
A nail polish line for OPI
Four DASH boutiques
Clothing line for Sears called KardashianKollection
An endorsement deal with QuickTrim, weight-loss supplement
An Armenian-inspired jewelry line called Virgins, Angels, and Saints
An endorsement deal with ShoeDazzle.com
H own signature perfume
An endorsement deal with Signature Series Couture Lollipops from The
Endorses fast food for Carls Jr.
Endorses Muscle Flex VATA athletic wear
Endorses Midori Licquer
Has a sunless tanner called Kardashian …read more