Emma Maclaren for Sure Korea December 2011
The Kardashians are slowly becoming a burden for the fashion world
FASHION ARTICLE BY INDIZZY
To be a trend setter you have to be three things; rich, famous and have something new to offer the world such a big ass or fake lips or a wrongly written name to match your sisters. Yes I’m talking about the Kardashians and the Jenners because who doesn’t talk about them? Apparently not as many people as you’d expect. According to the fashion bible, the royalty of fashion magazines (no, it’s not Vogue) Women Wear Daily, having a Kardashion as the cover star of your magazine is actually going to reduce your sales. Employing statistics from Alliance for Audited reported that when Kylie appeared on Cosmo’s February cover, sales dipped from an average of 531,086 to 495,423. It may not sound like much but someone with 47,7 million Instagram followers is supposed to double the sales, not reduced them. Even worst Glamour had a 15% drop of sales when Kim K took over in cover in June. ! Allure and GQ experienced similar though not as deep cuts in sales when the titles featured Kendall Jenner last year. Now, there are exceptions. WWD noted that both Rolling Stone and Women’s Health enjoyed sales bumps from using Kim and Khloé respectively. Those two titles, however, lie in the General Interest category. When it comes to fashion mags, the Kardashian-Jenners either draw average or below-average sales numbers.
Considering their prominence across social media (Kendall, for instance, created the most popular Instagram post ever), all this comes as a bit of a surprise. On consideration, though, it’s not as much of a head-scratcher as you might think.
Remember that blonde, probably anorexic, drug enthusiast chic, Paris Hilton? Yeah.. She had a very famous closet, now the Kardashians call it glam room, a famous dog,Kylie has Bambi and Rudolf the red nosed reindeer or something like that, a rich dad and various reality shows. Spotted any resemblances? Of course it’s 2016, eyebrows have taken over Instagram and Paris couldn’t keep up with that.. Famous for being rich and famous she got lost in the world of paparazzi, red carpets and Hollywood stars.
I used to believe that the Kardashians were the smartest entrepreneurs of our times. They were just a rich family with no fashion related friends for all I know, who took advantage of a leaked sex tape and became one the most famous families (the other two are probably the Obamas and the royal family), ended up sitting front row at fashion week and managed to be one of the biggest trend setters. If it weren’t them nobody would care about arched eyebrows, big lips, extreme contouring, big butts, waist training.. There would be no make tutorials like “How to contour like Kim K” or “How to get Kylie Jenner lips”… The reason why they’re so famous is because while everyone strikes to look like a VS angel, they are different and they are sexy and they have a luxurious life.
As I said I used to think they’re smart. Now I’m not so sure about it. They did not predict one thing: they’re not Beyoncé. They won’t disappear for a few months, come back, drop a great song, get it to number one in a few hours and leave because they’re not famous for something they do..they’re just famous. The reason why not as many people will buy a magazine they’re in is that they’re predictable. At first reading about their personal life and their body was interesting but after a while it just gets boring. Having the most liked ig post or the most ig followers can be an illusions because it’s free, you don’t have to pay to like Kendal’s photo but you definitely have to spend at least 5$ to get a magazine with Kim’s face on it.
And yes, Kylie’s lipkit did sold out in one minute and you had to pay more than just 5$ to get. However Kendal, Kylie and Caitlyn are not Kardashians, they’re Jenners and in my opinion they’re the ones that keep the show going. KUWTK’s target group can relate so much more to Kendal and Kylie fighting about a dress than Kim’s pregnancy problems because they’re pretty much the same age… The Kardashians are getting old and they’re making families and no woman over 30 that can relate to them is going to be their fan. She might buy Glamour cause it’s a nice magazine but she won’t do it cause she’s actually that interested in Kim K’s life.
To a next generation of Famous for being Famous. Cheers!
Written by Style is Viral Fashion Editor Indizzy
