The third-born of the infamous Kardashian clan managed to cement a strong position for herself within the retail fashion industry during 2016. Khloe Kardashian, 32, stars in the successful reality television series Keeping Up with the Kardashians. With the show continuing to thrive well into its twelfth season, Khloe Kardashian has managed to field a number of independent projects over the years, including a talk-show titled Kocktails with Khloe alongside a health and fitness documentary series.
The Good American denim line proves to stand as yet another notch in the belt for the Kardashian empire’s booming commercial businesses; as older sister Kim Kardashian (36) continues to earn tens of millions via her mobile application, and younger sister Kylie Jenner (19) heads a hugely successful cosmetics line, there seems to be no shortage of social and monetary victories for this family.
Khloe Kardashian launched the Good American line in October of 2016, which managed to accumulate $1 million within the first twenty-four hours of the jeans going up for sale. The size-inclusive line is available at select stores and on the brand’s official website. Ranging from sizes 0 and 24, the line aims at cultivating an air of body positivity and body diversity acceptance amongst women. Despite the jeans reaching hefty prices (between $150 and $250), the stock continues to sell out mere minutes and hours of being restocked.
What sets this particular brand apart from the rest is its promise of exclusivity. With mantras of political correctness and diversity dominating the political and social dialogue in recent years, it is quite natural for fashion and branding to follow this pattern. Whether you tout cruelty-free vegan makeup, gender-neutral company representatives, or politically-aligned branding: making an impactful statement matters.
When a line such as Good American offers sizes that fit all, a sense of realistic inclusion is injected into the brand. Given that fashion has predominantly always been crowded with cookie-cutter marketing gimmicks and identically-shaped models, a change that breaks away from the norm appears as comparatively fresh and appealing.
More than 60% of Americans can be categorized as plus-sized, and would inherently not relate to mainstream brands, and nor would they find comfortable and flattering fits at popular franchises and retail stores. In fact, Khloe Kardashian has gone on to state she believes, “denim should be made to fit you; not the other way around.” and uses this philosophy to steer her brand forwards.
Individuals seem to gravitate towards any and everything a Kardashian is willing to touch; indeed, Kim Kardashian’s mobile game amassed her nearly $80 million in 2015 alone; Kendall Jenner tops Forbes’ list of 2016’s highest-paid models, collecting $10 million in a single year despite being only 21 years of age. With the recent success of Khloe’s Good American Jeans, one can only wonder what sets this family apart.
A lot of the Kardashian success has to do with social media; because the sisters enjoy impressive followings on nearly every social media platform, their influence and access are constantly covering a range of social groups. Typical Kardashian branding recognizes the importance of utilizing media to one’s benefit and honoring the golden rule of commercial success: never be forgotten, even if it requires making a handful of sensationally scandalous headlines.
Featured Photo Credit: Nordstrom