Since 2007, Kim Kardashian has become a household name in popular culture.
Her rise to fame is a modern-day tale of how a reality TV star turned influencer became a billionaire. From her early days at DASH, her family's fashion boutique, to launching ShoeDazzle, an online subscription service, Kim has always had an entrepreneurial spirit.
The Kardashians revolutionized the modern notion of celebrity with their show, changing the perception of television celebrities and influencing today's influencer culture. All of the sisters—Kim, Khloé, Kourtney, Kylie, and Kendall—own multi-million (if not billion) dollar businesses and are followed by hundreds of millions of people worldwide. What sets the Kardashians apart, according to the New York Times, is their brand promotion integrated into the show and the family's constantly publicized interpersonal conflicts and life changes that give the family's audience a sense of closeness.
Kim was among the first reality TV personalities to leverage social media platforms like Instagram and Twitter to grow her fan base. As of 2023, she is one of the most followed people on Instagram with 364 million followers, attesting to her popularity and influence. Her success lies in her ability to engage her audience, such as in 2015, when her selfie book, "Selfish," sold over 30,000 copies. While the idea may seem simplistic, it was a strategic release, giving fans an intimate look into her life and cementing her reputation as a marketing genius.
Kim prioritizes a direct-to-consumer relationship in all her endeavors. In 2021, Forbes estimated her to be worth $1 billion thanks to her thriving businesses, KKW Beauty and SKIMS. Like Kylie Jenner and Kylie Cosmetics, Kim has focused her brands on intensive social media marketing.
For both SKKN and SKIMS, Kim takes a hands-on approach to informing her consumers. From her own tutorial videos to her advertising campaigns, she shows her involvement in every process, personifying the relationship between consumers and brands. On social media, Kim has built a loyal fan base worldwide. By strategically integrating SKKN and SKIMS into her personality and daily life, she strengthens her association with the brands and generates constant interest in them.
SKIMS’ success is closely tied to Kim’s social media presence, which plays a crucial role in making the brand compelling. Her transparency in sharing behind-the-scenes footage, product launches, and testimonials contributes to a sense of authenticity and connection felt by consumers. Fans feel like they are part of the process, making the brand more engaging and relatable.
A major part of the brand’s success is the use of user-generated content (UGC). Fans are encouraged to share how they incorporate SKIMS and SKKN into their lives, and the brand reposts this content, amplifying its reach and fostering a community among consumers.
Through social media, Kim is able to get immediate feedback from her fans and make real-time adjustments to products. Diversity is also key, and by listening to her consumers on social media, Kim is making sure to offer options for different skin tones and tailor products to all shapes and sizes, leading the way in the shapewear industry.
Kim’s understanding of how to engage her fans on social media to build community has been key to her success. The reality TV star turned billionaire entrepreneur has created a blueprint for modern brands, proving that everything she touches turns to gold. Beyond social media, SKIMS’ rise teaches today’s businesses the importance of strategic partnerships, authenticity, listening to consumers, embracing diversity and committing to inclusivity.
With SKKN and SKIMS, Kim Kardashian has built an empire and, with her private equity fund SKKY Partners, she shows that the possibilities are limitless.
