The Kardashians may attract a lot of criticism for their reality TV show and controversial life choices, but there’s one thing they do very well… launch a luxury fashion brand.
Before they were famous, Khloe, Kourtney, and Kim owned a successful boutique shop in California. After becoming Hollywood’s royal family, it’s grown into a US-wide chain of Dash stores. Then there’s their personal projects – Khloe’s Good American denim line, which broke fashion records by making $1 million in just one day, and Kylie’s sell-out, internet-breaking lip kits.
And as if that didn’t make their collective family CV impressive enough, there’s the fact that a mere affiliation with the sisters transformed Balmain’s industry standing, turning it into the design powerhouse it is today.
If you’re looking for some entrepreneurial inspiration to help get your own fashion business going, catching up with their latest news is a good place to start. With that in mind, here’s a quick guide to launching a luxury brand like a Kardashian.
1. Know your market
Whilst most pensioners won’t give two hoots about Kylie’s newest nude lipstick collection, 16-25-year-olds are all over it. That’s because the youngest Jenner is well aware of her market and knows how to speak to them (she’s renowned for teasing new products on Instagram and Snapchat, building her fanbase into a frenzy before the launch day arrives).
You need to follow suit. Do your research to figure out exactly who your customers are and what they’re looking for before you do anything else. Then you can take those results and use them to make clever decisions on everything, from packaging to product names and brand colors.
2. Take it one step at a time
The Kardashians may have suddenly taken over the internet 10 years ago, but when it comes to making business decisions, they never rush anything. Although there are now several Dash stores, it started as just one small shop that Kim, Khloe, and Kourtney ran by themselves.
If you want to own a global fashion empire like theirs one day, then taking your time is key. Don’t overstretch your budget in the first year. Think small and search online to find the perfect shop to let in your ideal location that doesn’t break the bank, either. Once you’re making a profit, you can look to expand online or open new stores.
3. Build a cohesive brand
After years of sponsorships, partnerships with other fashion labels and endless self-promotion, Kim Kardashian West is now a brand (complete with her own range of money-spinning KIMOJIs). Before you can start diversifying and growing your business in a similar manner, it’s essential you work just as hard to create a strong brand image and personality.
If luxury fashion is the goal, then quality and style need to be at the core of everything your business does, from updating your social media accounts to buying new product ranges.