Seems like brands marketing their latest outfits on fashion magazines are passé and it’s the age for social media marketing. Before you think this is some boring, statistics-driven article on the latest business trend, look at the title above. We are surely talking about Kim Kardashian’s youngest half-sister and how she is taking the fashion world by a storm, probably unintentionally.
About a month back, 18-year-old Kylie Jenner was seen stepping out in a casual fall-ready buffalo plaid shirtdress from Houghton. She paired them with thigh-high boots from Stuart Weitzman and a clutch. The effect was mind-blowing. The youngest Jenner girl not only made the dress popular but took Houghton’s sale to staggering heights. Though when Kylie wore the dress, it was no longer available with Houghton but soon they put up a $450 version of the dress back into production. Originally the frock had cost $1475 but Houghton predicted the market demand well and slashed its price wisely.
According to Houghton designer Katherine Polk, every time any Kylie fan site posted a picture of her wearing the particular dress and tagged the brand, the company registered a sale. The designer credited Kylie’s immense social media following for the upward surge in sales. Kylie approximately has 36.8 million followers on Instagram, she’s regarded as the queen of Snapchat and has as many as 11.5 million followers on Twitter. If we take note of Polk’s words carefully and actually credit Kylie’s social media following for the sales, we can safely conclude that no magazine can guarantee such immediately results.
However, something more interesting was revealed by Polk. The Houghton dress wasn’t even intended for Kylie. The brand had loaned the dress to Kendall Jenner and Kylie borrowed it from her! Polk noted that nowadays everybody wants to be a Kardashian or a Jenner and the best way to become them is by wearing what they wear.