How to market like The Kardashians?

How have the Kardashians built a global empire?
From their humble beginnings to their global empire, the Kardashian family’s success offers valuable lessons that can be applied in various industries.

//BACKGROUND INFO

Back in 2006, Kim Kardashian was a socialite in LA, known for her connections in the celebrity world and her work as a stylist. Her friendship with Paris Hilton and being the daughter of a famous Olympian had already put her name out there. However, it was in 2007 that everything changed for the Kardashians. Kim’s infamous tape with Ray J surfaced, which initially brought them further into the spotlight. Shortly after, their reality TV show, “Keeping Up with the Kardashians,” premiered, showcasing their relatable family dynamic and catapulting them into fame.

The timing played a significant role in their success. The show debuted in the fall of 2007, coinciding with the Hollywood writers’ strike, which created a demand for reality TV to fill the programming gaps. This allowed the Kardashians to capture the attention of viewers and build their brand further. AND, the emergence of social media platforms like MySpace and Facebook provided them with additional avenues for reaching and engaging with their audience.

// BUILDING THEIR BRANDS
The Kardashians seized the opportunity presented by their reality show and created a platform for themselves, which became a lucrative endeavour. They diversified their brand through various endorsements and collaborations, ranging from affordable brands to luxury products. By aligning themselves with popular brands that resonated with their viewers, they successfully monetized their influence.

The Kardashians’ relationships, controversies, and connections to certain cultures also contributed to their brand growth. For example, Khloe’s marriage to Lamar Odom connected the family to the NBA, expanding their reach into a wider audience. Kim’s relationship and eventual marriage to Kanye West further elevated their status and opened doors to elite circles.

While controversies have surrounded the family, they have also played a role in keeping them in the public eye. Although controversial, these incidents sparked conversations and maintained public interest. From hairstyle choices to cultural appropriation and body standards, the Kardashians have been involved in various controversies to say the least.

And the one thing people love is drama.

However, 2021 was a rocky time for them as they came across as so detached from reality and their influence on society, and they are not trying to leverage societal and cultural trends to stay relevant.
The Kardashians have consistently adapted to changing times, staying relevant and expanding their brand. They have embraced new platforms such as TikTok, where the younger generation is active, and have ventured into different areas, such as Kylie’s transition into motherhood, signalling a shift in her brand identity, and of course the removal of the BBLs.

Additionally, Kourtney’s blended family with Travis Barker and Kendall’s success in the modelling industry show their ability to evolve and explore new opportunities.

So while the tape being released all the way back in 2007 could have been a career ending move, it started the snowballing effect onto building a global empire, you have to commend them for that as well as their business smarts to take control of the situation – or was it all a strategic PR stunt to begin with?

// SO WHAT CAN WE LEARN HERE?

🟢**Own your narrative:** The Kardashians have mastered the art of storytelling and controlling their narrative through reality TV shows, social media, and interviews. They have created a relatable image, which plays a significant role in building their personal brands.

🟢**Diversify your ventures:** The family has ventured into various industries, from beauty and fashion to alcohol and luxury goods. By diversifying their businesses, they have mitigated risks and tapped into multiple revenue streams, ensuring long-term financial success.

🟢**Focus on authenticity:** Despite their glamorous image, the Kardashians have emphasised authenticity and transparency in their personal branding. They have shared vulnerable moments and relatable experiences, helping them connect with their audience on a deeper level and build trust, and arguably remind authenticity THEMSELVES.

🟢 **Create a strong social media presence:** Leveraging platforms like Instagram, Twitter, and TikTok, the Kardashians have built a massive social media following. They consistently create high-quality content, maintain a strong visual aesthetic, and this is now becoming more and more accessible to everyone.