There’s no eloquent way to put this, so I’m just going to say what you’re all thinking. I hate the Kardashians. Sometimes, I even love to hate them. It’s bad enough that I have to keep up with the proverbial Joneses, but now I have to keep up with the Kardashians? (Note, season seven premieres on May 20.)
Talk about a branding powerhouse—the name is everywhere. The E! Network might as well change its name to “Kardashian Konfidential” (they love to replace “C’s” with “K’s”). In fact, the family just closed a three-year deal with E!, which covers seasons seven, eight and nine of “Keeping Up With the Kardashians.” And to my husband’s dismay, the hit show has spawned a collection of spinoff series.
Then, there are the products. In addition to their numerous endorsement deals (think QuickTrim and Skechers), the Kardashians have ShoeDazzle, Kardashian Kolors by Nicole OPI, Belle Noel Jewelry, Kardashian Glamour Tan Self-Tanning Gel and more. In his blog entitled, Brand Management: 7 Things The Kardashians Can Teach Us, CEO and Co-founder of AYTM.com Lev Mazin makes an interesting argument that “each Kardashian kid is a brand in her or his own right.”
I could go on forever. But for the sake of this blog, what have the Kardashians mastered? (Insert jokes here.) Fashion, of course. In addition to their own high-end K-DASH by Kardashian clothing line, Kim, Kourtney and Khloé collaborated with designer Bruno Schiavi to create the accessible Kardashian Kollection, exclusively sold at Sears. The franchise (Sears, that is) took a major gamble to boost its own brand and image; however, the payoff has proven to be a mixed bag.
Like all Kardashian-related things, the Kollection comes with some controversy. For example, human rights organizations alleged that the Kardashians made $65 million off of slave labor from the clothing line and the Kardashians are being criticized for copyright infringement. On the flip side, the Kardashian Kollection was set to rake in between $200 million to $300 million in its first year. Of course, tabloid sites report quite the opposite. How do we then separate fact from fiction? Gossip magazines, Sears stock, endless campaign ads—you decide.
In the meantime, if you seriously want to dress like a Kardashian, here’s a brief guideline:
- Leggings: Keep it simple with Bella – Leggings from S&S Activewear, or go with a bold pattern like the Zebra Print Love ‘Em Leggings from Boxercraft.
- Layering: Get creative. Wear the Women’s Hopsack Blazer from Edwards Garment over the Origami Tank from ALO and complete the look with a nice pair of Custom Jeans from Macro Industries Inc.
- Stripes: The Kardashian Kollection is filled with striped garments. If you’re into this trend, try the Modal Silk Striped Skimmer Tank from Alternative Apparel.
- Bold Colors: Kim is all about color—especially red. Combine this Ladies Sheer Jersey Racerback Tank from American Apparel with the casual version of another Kardashian favorite, the Thick-Knit Jersey Skirt from TSC Apparel.
(Editor’s Note: Whether you love them or hate them, please keep your Kardashian-related comments “clean.”)
