Welcome to an examination of Khy, Kylie Jenner's new brand that's been setting the fashion world abuzz.

The line, launched by Kylie Jenner on November 1st, allegedly hit $1 million in sales within the first hour of its launch. 

If we’re to believe tabloids like People Magazine and Page Six. Hmmm.

Impressive? Yes.

But only if we’re to believe the “exclusive”.

But will the hype last?

That's what we're here to find out today.

Just like the Marc Jacobs Tote Bag, which has garnered a devoted following among style enthusiasts, Khy seems poised for the spotlight, aiming to carve its own niche in the realm of affordable fashion.

Today, we're dissecting Khy's emergence using the four Ps of marketing, the compass guiding this exploration.

These four Ps – Price, Product, Promotion, and Place – are critical when assessing the potential of a fashion venture, and Khy is no exception.

But first, let's remind ourselves about her achievements to date.

Kylie Jenner: The “Self-Made” Billionaire

Kylie Jenner, a social media sensation, sharp entrepreneur, and mother of two, has captivated the world with her remarkable journey from reality TV fame to building a thriving business empire.

From her ground-breaking cosmetics line to her successful real estate ventures, Kylie's path reflects her unwavering determination and keen business instincts.

Incredible Influence on Social Media: Boasting almost 400 million Instagram followers, Kylie Jenner holds a top spot as one of the most influential figures on the platform.

She skillfully leverages her social media clout to elevate her brand and expand her business endeavours. 

Kylie uses her platform to endorse her products, connect with her fans and provide glimpses into her life.

She has even used her online presence as a platform to address significant societal issues, including body positivity and mental health.

Kylie Cosmetics: Kylie's entrepreneurial prowess became evident with the launch of Kylie Cosmetics in 2015, a venture she undertook at the age of just 17. 

Her introduction of the iconic Kylie Lip Kits, a collection of liquid lipsticks mirroring her signature style, caused a sensation and quickly transformed into a resounding success. Kylie Jenner sold 51% of her Kylie Cosmetics to beauty giant Coty in a deal valued at $1.2 billion.

Beyond the World of Cosmetics: Kylie's aspirations extended beyond the realm of cosmetics. Her business acumen and astute collaborations propelled her empire to even greater heights.

Collaborating with her sister, Khloé Kardashian, for the Koko x Kylie collection marked a pivotal moment in her journey, leading to remarkable revenue.

Beyond the cosmetics domain, she ventured into skincare products and personal fragrances, solidifying her brand's foothold in the beauty industry.

And now, let's take a look at her own line and whether it will translate into a long-term success or a fashion flop.

Promotion: Beyond Celebrity Hype

Firstly, it's crucial to recognize Khy's celebrity allure. As we know, celebrity endorsements and brands often fuel the desires of the masses.

And Kylie Jenner, having established herself as a fashion aficionado over the years, brings her own unique influence on the brand.

But, history tells us that the novelty of celebrity brands tends to wear thin once the initial hype subsides.

The transition from being a stylist to a designer is a challenging one.

Other celebrity-driven fashion brands have faced this hurdle, including Alexa Chung and Victoria Beckham. They, too, grappled with converting their personal fashion prowess into distinct brand identities.

The reality is a big splashy launch tied to a celebrity can impede a brand's organic growth.

Product: The Missing Element

On the product front, Khy's debut is somewhat lacklustre.

The collection leans heavily towards safe, uninspiring, and mainstream choices. Its array of body-hugging, stretch fabric separates and ordinary handbags doesn't bear a distinct identity.

A compelling fashion brand needs a unique point of view and a design aesthetic that sets it apart. Khy, sadly, doesn't exhibit this quality.

Additionally, one of the biggest issues I personally have with this line is the sustainability level – or lack thereof.

While it is vegan, the heavy use of faux leather and plastic isn't doing wonders for the environment.

Many brands have gone down the greenwashing route, claiming to be sustainable. But while choosing artificial materials like plastics instead of natural fibres, they significantly lower the price point and achieve wider margins.

As noted by remake:

“Faux leather, the star of Khy’s first collection, is one of the most polluting materials on the market, being derived from fossil fuels, shedding microplastic, and taking several hundred years to decompose while not being as durable as real leather. 

Fans and critics noted Khy’s use of an alarming percentage of plastics, citing the website’s item specs. 

Eight out of the nine faux leather pieces in the drop are made of 100% PU leather and 100% polyester lining, with the remaining including 93% Viscon and 7% Spandex in lieu of the polyester lining.”

My beef with Khy is that Kylie Jenner is a billionaire who has more than enough money. If she really wanted to, could create a genuinely sustainable brand.

But just as with her previous projects, she's opted not to do so.

Disappointing. At best.

Price: A Balancing Act

In terms of pricing, Khy falls into the mid-tier category. It's not overly expensive, yet not particularly budget-friendly either.

Given Kylie's fanbase, some may have expected more affordability, especially considering the younger demographic.

The perceived value of a product is closely tied to its price.

If the product doesn't justify its cost, customers may feel let down.

Place: The Digital-Only Approach

Khy adopts an online-only, direct-to-consumer (DTC) approach, a strategy that can have its advantages, such as cost efficiency and direct customer interaction.

However, it also poses challenges in reaching a wide audience and offering a tactile shopping experience, which traditional fashion brands achieve through a mix of physical stores and online channels.

Khy Style: Will Kylie Jenner's Brand Reach Its Full Potential?

In conclusion, when assessing Khy through the lens of the four Ps of marketing, we see clear challenges. While Kylie Jenner's celebrity status and promotional efforts can generate initial interest, as it has, the product range falls short in terms of creativity and identity.

The mid-tier pricing might not align with affordability expectations, and an online-only distribution model may limit accessibility. The way Jenner has used materials that ensure wider gain margins, but not actually creating a genuinely sustainable line has left people with a bitter taste in their mouths.

To succeed in the highly competitive fashion world, Khy needs to refine its design identity, clarify its brand message, and make thoughtful decisions about pricing and distribution.

Khy's journey in the fashion universe will be an intriguing one to follow. Stay tuned for more insights on the fashion front.

With style,

M

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