Kim Kardashian: The Queen of Marketing
Written by Sami Engel, Account Executive
She’s broken the Internet more times than we can keep track of, and she isn’t going anywhere anytime soon. Kim Kardashian, the queen of social media, came into the spotlight about 15 years ago when her reputation could have been ruined forever; however, she exemplified a perfect example of great crisis communications and turned her fifteen minutes of fame into lifetime glory. With her name on everyone’s lips, she brilliantly decided to create a reality show surrounding her family, which rocket-launched her and each of her family member’s careers.
Kim Kardashian, now one of the most famous women in the world, is the owner of multiple brands, the most successful being her clothing line, Skims. She has created some of the best marketing campaigns in modern times- these campaigns have granted her an almost two-billion-dollar industry and showcase many strategies that those in the world of strategic communications can certainly learn from and utilize.
One of the many reasons why Kim has received fame at such a great magnitude, with more than 330 million followers, is because she makes people feel like she is their friend. Kim connects with her followers on social media to make them feel like she is just talking to one of her sisters, which makes people more prone to listen to her fashion advice on what to wear, which is quite often and conveniently her brand. She brings her followers into her closet — showing them a sneak peek of the next Skims line, sharing videos of her children’s birthday parties on her Instagram stories, and asking her followers to choose her outfit for the VMAs, which shows the personability she has with her fans.
With only three years on the market, Skims, now worth more than three billion dollars, has revolutionized the fashion industry. Kim’s secret is creating the brand for all audiences imaginable. Opening new doors for a wider demographic and adapting your brand to the times is crucial for a successful company, and Kim did just that through her use of celebrities and influencers in her campaigns.
Skims captured the attention of Gen Z by inviting TikTok influencers, such as Olivia Ponton and Addison Rae, to model for her Skims line. She also included millennials in her customer demographic by including iconic retired Victoria's Secret angels, like Heidi Klum and Tyra Banks, who were the world’s influencers before social media.
As soon as the friendships between couple Kourtney Kardashian and Travis Barker with actress Megan Fox and Machine Gun Kelly were trending all over every social media platform, Kim jumped at the monetizing opportunity to include the two women in her raunchy underwear campaign. She is also including all her sisters’ followers and demographics as part of her own by having them in her Skims campaigns. She created a loungewear line at the start of the COVID-19 pandemic, collaborated with Fendi to invite a wealthier demographic into the brand, and established a space for all to be included by having all her apparel in a wide range of races, ethnicities and body sizes. Kim has certainly checked off many boxes for consumers and added her own to produce an extremely victorious clothing brand.
So, what can we learn from this powerful icon to mirror her qualities into strengthening our client’s brand? Just as she has done, it is crucial to constantly look for opportunities to include more people in your company’s demographic, connect with your audience, and adapt to what is trending to make your brand part of the action.