The Kardashian-Jenner clan are the latest business minds to take on the luxury resale market. You read that right. The famous family members are looking to expand their empire and have set their sights on the blossoming pre-loved market.
The reality stars turned fashion and beauty moguls launched Kardashian Kloset (klever use of their iconic alliteration), a luxury designer clothing resale site, earlier this month. The online store will sell pieces from the Kardashian/Jenner’s closets that have been hand-selected by each family member.
Collections from the closets of Kim Kardashian West, Kylie Jenner and Kris Jenner are currently available on the site, while items from Khloe, Kourtney and Kendall’s closets are set to launch in weekly drops.
Since Kardashian Kloset is the brainwork of “Momager” Kris Jenner, we’re certainly keen to see how this enterprise turns out. But seeing how everything this family touches turns to gold, from lip kits to fashion lines, we can say with confidence that this innovation is set to be a success.
Looking at Jenner’s business credentials the move surely validates the luxury resale market as a lucrative business (as if we needed anymore signs!)
At present the luxury resale market is booming. Vogue Business reports how according to the 2019 Fashion Resale Report by Thredup, the resale market in the US has grown 21 times faster than traditional retail apparel in the last three years. It has been predicted that by 2020 the resale apparel marketplace will be worth an estimated $41 billion. Therefore, it is no surprise that the Kardashian-Jenner dynasty is eager to cash in on this.
However, there still remains a negative perception of the secondhand market as old and unfashionable. Founding partner and CEO of advertising and representation agency DMA United, Marc Beckman, believes the resale market is set to benefit from celebrity endorsements.
Speaking to Vogue Business, he said, “The Kardashian’s participation [in the secondhand market], if executed properly, will certainly accelerate acceptance and sales of previously owned and used merchandise.”
While this may not be their first stunt in retail (who remembers their chain of Dash boutiques from the early 2000s?) it is the first that has cited the need for sustainability as a motive.
As you all know, sustainability is the hot topic in fashion right now, and luxury brands and retailers are working to adjust their business models accordingly. (Read: Can Luxury Brands Become Sustainable?)
The site will sell both luxury and lower-priced pieces with prices ranging from $20 to $9,000 for the first drop. One would think that due to their celebrity status, the family would price their items at a premium. However, you will be surprised to learn that prices match up well compared to popular luxury resale companies such as The RealReal and Fashionphile. This pricing strategy could indicate that rather than being a one-off celebrity auction, Kardashian Kloset is instead intended to be a legitimate competitor in the market.
Of course, the big question is what bags are up for grabs? We’ve already had a sneak peak at Kylie Jenner’s handbag gems after her viral YouTube purse closet tour video. But which items have she and her family decided to part with?
Here are our top picks from the collections currently available (sadly we didn’t spot any Birkins from the family’s coveted collections). Enjoy!
Louis Vuitton Twist PM in Vernis black patent leather - Kylie's collection
Chanel Boy Bag in black - Kris' collection
White mini Chloe C leather cross body bag - Kylie's collection
Chanel Lambskin chevron quilted studded backpack in black - Kylie's collection
Fendi KAN I F shoulder bag - Kris' collection
Gucci Soho Backpack in crimson and navy grained calfskin leather - Kylie's collection
Limited edition Louis Vuitton Pochette Métis - Kris' collection
What are your thoughts on the Kardashian-Jenner family venturing into the luxury resale market? Do you think Kardashian Kloset is a quick gimmick or here to stay? And are you a fan of our top picks? Let us know below.
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