We're featuring a special conversation with Kim Kardashian today. The reason? Her new class offering on MasterClass, where the renowned personality reveals what she's dubbing her “ten Kimmandments” for commerce. Having spent more than twenty years in the spotlight, Kardashian has mastered the art of marketing goods—initially through social media and endorsement agreements, and presently with her venture Skims valued at $5 billion, which is currently being monitored for an IPO.
TL;DR
- Kim Kardashian launched a MasterClass teaching her "ten Kimmandments" for commerce.
- She emphasizes being the feed, not following it, and using visibility to sell products.
- Kardashian highlights the importance of listening to customer input and hard work.
- Skims is launching Skims Beauty, consolidating past beauty ventures and learning from past deals.
I viewed the course prior to its debut today and subsequently spoke with Kardashian by phone earlier this week (always juggling, she phoned from a dental appointment). It offers an enjoyable insight into establishing a brand via exposure and persistence—applicable to anyone developing a consumer enterprise, particularly on social platforms, currently. The concepts echo much of what I examined in my 2023 profile for Kardashian during Coins2Day.. Below are some of my preferred takeaways from the course and Kardashian's commentary on them:
Don’t follow the feed, be the feed.
When discussing Skims' achievements, this is likely the aspect people most wish to replicate. How does Skims engineer such perfectly timed cultural events? This ranges from marketing efforts that appear to move at the pace of society (such as those featuring actresses from the White Lotus or former Victoria’s Secret angels) to highly popular product releases, including its nipple bra and pubic hair thong.
“I get asked about the merkin more than probably any Skims product we have,” Kardashian told me. “Sometimes to make products that are just interesting and innovative and to spark a conversation— obviously, that can’t be the basis of the brand, and the brand can’t be controlled by drops like that, but to keep the conversation going is really interesting.”
The crucial aspect is observing customer reactions during these instances, especially regarding the nipple bra, Kardashian clarifies in the course that what began as a marketing ploy evolved into a more significant undertaking when Skims heard from breast cancer survivors found individuals who would use it to feel comfortable in their bodies after undergoing a mastectomy. With the merkin, the takeaway might be less emotionally resonant. However, Kardashian notes that she observed “people were really curious as to if this was serious or not.” And that this inquisitiveness can foster brand engagement.
What to expect from Skims Beauty.
Skims is soon introducing its own beauty enterprise; the company hired Ami Colé founder Diarrha N’Diaye joined earlier this month to head the department. For Kardashian, this introduction signifies consolidating her various beauty ventures into a single entity. Throughout the years, she's engaged in several beauty agreements. One such was Khroma, a licensing arrangement she cites as an illustration of an unfavorable deal, where the calculation of a 6% revenue share distributed among the three Kardashian sisters, their representatives, and supervisors proved unworkable. For a period, she managed KKW Beauty and KKW Fragrance. “I’m so grateful for figuring that out and having those experiences,” she remarks regarding her numerous attempts and setbacks in the beauty sector. The beauty industry is an area where Kardashian implements one of her foundational principles: paying attention to consumer input on social media and integrating their suggestions into the merchandise. “I love to listen to what the customer wants,” she states, “hearing them and making them a part of your brand experience.”
Visibility sells products.
Kardashian states she understood early on that “if you’re visible, you can sell products.” This realization stems from the initial period of Keeping Up With the Kardashians, when the siblings operated their shop Dash and believed their program could boost commerce there. I inquired if she feels exposure remains vital for business owners in the present, within a significantly more crowded media landscape where certain companies, such as The Row, thrive through an enigmatic approach. “I definitely think there’s different paths and avenues for everyone,” she commented. “But for me, and what has worked for my beauty business, for my clothing business, has always been about visibility.”
Hard work matters.
In 2022, Kardashian generated buzz by stating that “nobody wants to work anymore” and encouraging others to “get your ****ing ass up and work.” “I don’t know if I stand by maybe the way that I communicated that,” Kardashian shares with me, “but I stand by hard work has to be done in order to get results.” Her current advice on diligence has a nuanced perspective: “Don’t confuse working hard with being hard on people.” “Being easy to work with goes a long way,” she recommends.
What to learn from Kim, and what to learn from Kris.
Kris Jenner, the mother of the Kardashians and their enduring manager, has previously offered a course through MasterClass. Jenner's instruction is recommended for advice on establishing brands at a premier level, spanning various enterprises and clientele. Kardashian, on the other hand, delves into the influence of social media and particular consumer ventures.
Kardashian is launching this course at this time because she aims for individuals to observe a different aspect of her beyond what's presented on television or in prominent news, a concept that emerged following her address at Harvard Business School, she states. “I think it was just the right time for people to dig a little bit deeper and see how involved I really am and how we get to the decisions that we make,”
Emma Hinchliffe
emma.Hinchliffe@coins2day.com
The Most Powerful Women Daily newsletter is Coins2Day’s daily briefing for and about the women leading the business world. Subscribe here.
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