WHAT MAKES KIM KARDASHIAN A COMMERCIAL SUCCESS?
What does someone “without talent” do to become one of the most influential people and earn almost $ 60 million in a single year?
This year the list of the 100 most influential people of 2015 by Time magazine featured personalities that many of us probably expected, however there were also several surprises, such as the controversial Kim Kardashian, along with her husband Kanye West.
He is a successful musician who has now ventured into the fashion industry, breaking elitist standards and norms, yet Kim throughout her career has been described simply as “famous for being famous”, which leaves us with the question of his resounding success without having a single talent that can be recognized with the naked eye. She does not sing, she does not dance, she does not act, she is not a professional model, she is simply Kim Kardashian, but there is something that she is: a businesswoman.
Before starting her reality show, she was just a rich girl from California, heir to a fortune, nobody really knew her, which makes questionable the factor of her success that came simply out of nowhere, since how are you going to watch a show of television of someone's life that you have no idea who it is? That is the real question of the phenomenon.
"Acting and singing are not the only ways to be talented, it is a skill to make people love you for being you, instead of being loved by a character that was written by someone else," Kim said in an interview with The Guardian . Could it be that the true factor at the beginning of your success is due to luck, controversy, personality, authenticity in front of the media, exposure, exhibitionism, representation of an atypical beauty model, or simply a combination of all?
It is said that the beginning of the Kardashian empire began in 2003 with the leak of a sex video with which at that time was her current boyfriend, for which she received 5 million dollars thanks to the lawsuit she filed and continues to obtain approximate earnings of up to $ 50,000 a week in royalties. From there, both negative and positive opinions from the press put it on the map, after all there is no such thing as bad publicity, right? Days later, taking advantage of the moment, Kris Jenner took producer Ryan Seacrest a pilot program of their reality show, who supported them and either by a stroke of luck or a very good communication and marketing strategy, took them to where they are now.
With hundreds of products and projects that he has developed, from diet pills, clothing stores and his own show on Channel E !, the Kardashian family has definitely doubled the fortune that his father left of approximately 100 million dollars to become a social media and business phenomenon.
Currently, in small or large mass media, there is always at least one publication about her, who has more than 51.5 million followers on Instagram and 36.7 million on Twitter, remains relevant day by day and always makes sure to be news. , it is not known for sure how it started, the disturbing thing is how it has remained in force for so long?
She knows how to make money: Whether with the help of her mother, who is the mastermind of the family, or on her own, Kim knows how to take financial advantage of everything she does; According to Forbes, in 2014 it added a total profit of $ 28 million, however in 2015 it managed to almost double that amount with $ 53 million. His first startup “Shoedazzled” obtained profits of 60 million dollars, it is suspected that for each tweet he publishes recommending a product he receives the amount of 10,000 dollars, the contract recently signed for 3 more years for the realization of the family reality show reaches the 100 million dollars, his project "Kim Kardashian: Hollywood" is estimated to have earned approximately 200 million dollars in a year. Kim affirms that although she is criticized, the secret of her fortune is not to stop working and to keep in constant movement.
Know the importance of social networks: The growth it has had over the years is mainly due to its presence on social media, it is no coincidence that it constantly updates its Twitter, Facebook and Instagram, it knows that part of its success is She owes it to social networks, she even claims that her online game "Kim Kardashian: Hollywood" has been so popular thanks to the synchronization she has in terms of clothes and destinations, when she uploaded a photo to Instagram with a certain bikini on the beaches from Mexico, people entered the application to update their player's location and clothing to match them. In such a technological world, the best strategy to stand out is a good management of social networks and contact with followers, since increasing the number of fans represents making the brand grow.
She knows how to attract attention: Michael O'Leary, CEO of Ryan Air says that one of her secrets to staying relevant is to always try to attract attention and Kim knows exactly how to do it. Word of mouth advertising within the public opinion is one of the best strategies to remain popular, Kim is aware that his empire is based on it and that fame is definitely ephemeral, more at this time, that is why it is currently He has dedicated himself to getting whatever business comes his way, knowing that for now it will continue to work. Even Kim claims that her reality show began to try to promote the stores she had opened with her sisters in 2006 "Dash", however she never thought she would become such a phenomenon. Either "breaking the internet" with one of her controversial photo sessions, with her provocative outfits and even with her curvy image, with which she surprisingly entered a market where the trend was extremely thin bodies.
She surrounds herself with the right company: Kim has a large number of family members, be it her direct sisters, her half-sisters, her hardworking and successful mother, her controversial ex-husband, Bruce Jenner - who recently changed his gender and name. Caitlyn- and even her famous and talented husband. They all have entrepreneurial DNA, which is why they have made the most of it, from venturing into the world of fashion, launching a children's clothing line, writing books, even selling pairs of socks at high prices. In addition to this, Kim is aware that she cannot do everything, it is only the image that will ensure the success of her brand, however she knows that adding value to the product is one of the most important things, so when she created ShoeDazzle she founded it accompanied by Brian Lee, a successful startup entrepreneur, while creating her online game she also made sure to do so surrounded by the best creatives and programmers available.
There is still no correct answer about the Kardashian phenomenon, what is a fact is that this famous, loved or hated, talented or just lucky, influences the world and much, has managed to take advantage of her fame in a profitable way, mixing work hard with show business to have millionaire results, he even knew how to get something good out of something bad, considering where his true fame comes from. In addition to everything, she has known how to modify beauty standards, she knows how to expand her target market and above all how to land it, she definitely knows the industry better than anyone and from becoming controlled by the media, it seems that now she is the one who them. controls them, managing the agenda setting perfectly with an impeccable communication strategy.
