Marketing can be done in so many ways that sometimes even audience tend to get confused if it a deliberate marketing move or a mistake from the brand. As they say, Modern problems need Modern solutions” we can believe that anything that makes us talk about a product us some kind of marketing and Kim Kardashian is one of those smart Marketing Minds who knows how to attract online audience in quick time.
Whether we hate her or love her, she is someone we can’t ignore and she is influencing the fashion world from quite a long period now giving new things for everyone. Once again, Kim has become the talk of the town for launching a new line of shapewear solutions, christened Kimono, with a post on her Twitter and Instagram accounts.
Finally I can share with you guys this project that I have been developing for the last year.
I’ve been passionate about this for 15 years.
Kimono is my take on shapewear and solutions for women that actually work.
Photos by Vanessa Beecroft pic.twitter.com/YAACrRltX3
— Kim Kardashian West (@KimKardashian) June 25, 2019
Talking about the strategy, Kim has drawn attention not because of unique design of shapewear, but for the name that she has given her brand. If you don’t know, Kimono is a Japanese garment steeped in tradition and because of this, Japanese people are against Kim for launching a line of intimates with the brand name Kimono.
The whole thing became more offensive for the online audience because of images of women of different sizes and colors undressed in the collection.
Nice underwear, but as a Japanese woman who loves to wear our traditional dress,👘 kimono, I find the naming of your products baffling (since it has no resemblance to kimono), if not outright culturally offensive, especially if it’s merely a word play on your name. Pls reconsider
— Yuko Kato (@yukokato1701) June 26, 2019
Kim has even commented about this controversy, “to design or release any garments that would in any way resemble or dishonor the traditional garment.” She also said that she has no plans to change the name.
“My solutionwear brand is built with inclusivity and diversity at its core and I’m incredibly proud of what’s to come,” she added.
Quotes Source: NYTimes
Well, this is not the very first time when Kim has done something like this. Earlier, she experienced outrage on social media for ‘maang tika’ incident that made Indians from across the world angry. Talking about marketing, do such outrages really impact a brand? Well, for Kim it is helping her to gain attention for free making her brand more popular.
Trolls and negative comments on social media are a part of Outrageous Marketing and celebrities tend to use more often than brands for movies promotion and now they are doing the same for their own brands.
What are your thoughts on such marketing initiatives? Do let us know your views in the comments section.